WORDS Philip Livchitz
Dior Homme’s SS18 collection seemed to take a new approach by targeting a younger male audience. What makes this approach interesting is that even to this day most fashion houses predominantly target a much more mature consumer and understandably so, given the spending power of 30-and-40 something’s wield. Younger consumers, however, have been historically ignored and only recently have been brought to the centre of attention through several cross-brand collaborations. Dior Homme’s creative director, Kris van Assche, therefore, presented a collection that combined timeless Dior classics with a good dose of youthfulness.
Van Assche’s ideas were well presented throughout the collection accompanied by his clear idea of how to incorporate details into each carefully constructed piece of clothing. The collection featured Dior’s trademark black suit finished with a white shirt, whilst adding a touch of summer through shorter shorts. The Dior suit, however, was carefully reconstructed with white rimmed stitching and sleeveless design. Each garment was accompanied by elegant tailoring, which was best seen through fitted white shirts and long overcoats. The looks were carefully completed by two sets of skull necklaces, long skinny scarves and bracelets. Van Assche approached the pieces with his traditional sense of minimalism, which played to the collections’ strengths.
Commercialisation and branding were both unambiguously present in this SS18 collection for Dior Homme. The white text ‘Christian Dior ATELIER 3 Rue de Mignon” was present throughout the collection on black background, which made it stand out in tailored suits, overcoats, shorts and black ribbons. The collection also had a much sportier feel to it with white sneakers, varsity jackets and structured shirts featuring colourful prints ranging from flowers to hooded characters.
Overall, the collection distinguished itself clearly by the targeting of a much younger audience. These days, however, youth should by no means be ignored. People at the helm of Christian Dior understand this – perhaps the rest will follow suit.