Dior Men’s Release Video Campaign for Summer 2020

Dior Men has released a video campaign for their S/S 20 collection. The video, directed by Steven Meisel, is a 30-second exploration of the traditional house codes reimagined for the present.

The film showcases the silhouettes and accessories created for the collection, amongst a set by Daniel Arsham - the artist artistic director Kim Jones collaborated with for the S/S 20 collection.

Arsham is a New York-based artist who experiments with architecture and art, his work explores time and the presence of history in our future. Arsham creates sculptures that are usually eroded and in a state of disrepair, like something an archaeologist of the future might excavate after time has called an end to our era, a concept Arsham has dubbed ‘fictional archaeology’.

The video signifies both Dior and Arsham's use of past and future. Daniel Arsham's set, for example, is a dominating sculpture modelled on the DeLorean from Back to the Future. The car is damaged, a figure of the past crumbling into the future. This is mirrored in the collection, as heritage and traditional house codes, such as Lily of the Valley, which was the lucky flower of the founding couturier, and the Dior Oblique Canvas which was designed by Marc Bohan in 1967, feature alongside a new collaboration with luggage giant Rimowa. The history of the brand reimagined for the present. Jones concluded that 'this advertising campaign reflects on Dior’s past and future in a cool, timeless way.’

The campaign was styled by Melanie Ward, with make-up by Pat McGrath and hair by Guido Palau.