Dior Men recently unveiled a highly anticipated collaboration collection with rapper Travis Scott, marking the brand’s first partnership with a musician. The spring-summer collection seamlessly combines elements of the Lone Star State, rap culture, and Wild West iconography. This collaboration feels natural as Scott and his Cactus Jack brand have previously joined forces with global giants like Nike, McDonald’s, PlayStation, and Tommy Hilfiger. Interestingly, Dior Men’s creative director, Kim Jones, has worked with Scott in the past, collaborating on the Air Dior capsule collection in partnership with Jordan Brand.
Despite his busy schedule as the artistic director at Fendi, Jones took the time to add the final touches to the Dior Men collection in a studio near the iconic Arc de Triomphe in Paris. In an exclusive interview, Jones shared insights into the collaboration, his appreciation for Travis Scott’s unique approach, and Monsieur Dior’s affinity for the Lone Star State.
When asked about the contributions he expected from Travis Scott, Jones emphasized the importance of Scott’s distinct perspective. During their brainstorming sessions, they drew inspiration from iconic figures like Jimi Hendrix who effortlessly merged formal attire with a sense of authenticity. The collaboration with Scott was born organically, with the initial conversation stemming from Scott’s foundation that supports students at Parsons School of Design. Jones saw it as a fantastic opportunity not only to work together but also to raise funds for the foundation.
Jones also discussed some of the standout pieces in the collection. One notable item is a limited-edition double saddle that incorporates eye-catching details. Additionally, creative director of Dior Fine Jewelry, Victoire de Castellane, designed a stunning men’s jewelry piece featuring a white pearl and diamond cactus. Jones expressed his admiration for unique pieces that cater to customers’ desire for exclusivity. Providing such items allows Dior to meet the specific needs and desires of their discerning clientele.
The love for collaborations was a topic that intrigued Jones, who explained that after a year of limited social interactions due to the pandemic, he finds great value in working with others again. He recently collaborated with Japanese fashion brand Sacai, driven by his desire to connect with Japan. Jones revealed that his next collaboration will be with a writer, demonstrating his curiosity and eagerness to explore different creative avenues. Each collaboration breathes new life into his collections, offering fresh perspectives and graphic concepts that add unique touches.
Overseeing multiple collections simultaneously is no easy task, but Jones has successfully handled 15 for Dior and seven for Fendi thus far. While he enjoys working at a fast pace, he appreciates the importance of being decisive and organized. His schedule involves frequent travel between different locations to write, film, and prepare for various shows and fittings. For the upcoming Fendi couture collection, Jones has decided to showcase it through a film, given the uncertain nature of live events. This approach allows for a wider audience reach and ensures that couture customers receive the collection directly, showcasing the profitability of this alternative format.
When asked about his intentions for the Dior Men collection, Jones expressed his desire to evoke a sense of optimism. After a challenging year, he believes it is crucial to bring joy to people, especially the young consumers who closely follow the brand. Jones considers the customers as his most important critics, as they are the ones who ultimately purchase the products. The long queues outside Dior stores worldwide serve as a testament to the success of his designs and the brand’s ability to resonate with consumers. The collaboration with self-made individuals like Travis Scott, who have a significant influence on the younger generation, allows Jones to tap into unique perspectives and further connect with his target audience.
In conclusion, Kim Jones’s collaboration with Travis Scott for Dior Men perfectly embodies the seamless fusion of music, fashion, and cultural references. By continuously partnering with creatives from diverse fields, Jones consistently pushes boundaries and injects diversity into his collections. As the creative director at Dior Men and the artistic director at Fendi, Jones proves his mastery in the fashion industry by consistently delivering compelling and innovative designs.
Useful Links:
1. [Travis Scott x Dior Men Collaboration](https://www.dior.com/en_us/products/couture-2C33467A8969_C983)
2. [Air Dior Capsule Collection](https://www.dior.com/en_us/learn-more/the-world-of-dior/discover-the-fashion-shows/actions-et-valeurs/kim-jones-x-air-jordan)
