The pursuit of coolness-Kim Jones to replace Kim Van Assche as creative director for Dior Homme.


The British designer Kim Jones will replace Kris Van Assche in the role of artistic director for Dior Homme,just weeks after leaving his position as the director of menswear at Louis Vuitton. This is the first strategic move from Pietro Beccari, that has joined Christian Dior Couture as chief executive since November.

According to his statement, Kim Jones will create ”an elegant men’s wardrobe both classic and anchored in contemporary culture.” Mr Jones,who will present his first collection for Dior Homme in June, during Paris men’s fashion week, also expressed his commitment in creating  ”a modern and innovative male silhouette built upon the unique legacy of the house.”

What Van Assche and Jones seem to have in common is the ability to combine the idea of luxurious menswear with the hype of the street and music culture. Kim Jones’ work at Louis Vuitton was pivotal in creating a more contemporary profile for a traditional brand that was translated in actual profit.His new challenge will be to provide Dior Homme with this extra ‘coolness’ that would appeal to a younger clientele.Cant wait.No Supreme please.






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