From South Korean stars walking on the runway to K-Pop idols becoming brand ambassadors of luxury Houses (Jimin from the South Korean group BTS was declared brand ambassador for Dior in January) the fashion industry has been keeping a close eye on the rapidly growing market for K-Pop, and obviously Dior is no exception.
Shot by photographer Alasdair McLellan, the Dior Spring 2024 Collection, worn by Jimin and designed by Kim Jones, is a combination of romantic and modern masculine cues, bridging the gap between practical and aesthetic.
Kim Jones’ design style is evident throughout the collection, seen in the reimagining of conventionally masculine silhouettes, reinventing traditional codes by juxtaposing them with modern graphics and influences. The collection itself is dripping in prep, featuring an array of tailoring, knitwear, and removable bandanas. The House’s symbols are littered throughout, seen in the iconic “DIOR” signature as well as the CD Diamond, transformed into a rhomboid motif.
Within the collection there are timeless pieces like a tasteful, knitted turtleneck sweater in Dior’s iconic signature tone of blue, and a cream pull-over with the Dior signature repeated in contrasting pastel colours. These are paired with the practical yet contemporary Hit the Road backpack in deep brown leather, which is printed with the rhomboid CD Diamond graphic.
So, why is Jimin such a natural choice for Dior’s campaign? Jones was quoted as saying, “I’ve seen the rise and rise [of Jimin]. He has an amazing style and character that’s why I wanted to have him for the campaign.”
But aside from his brand ambassador status and the fact that his personal style perfectly matches that of Dior’s, it’s also because of South Korea’s immense pull on the luxury fashion industry. In fact, South Korea is actually the largest consumer of luxury goods in the world, according to a recent study by the American bank, Morgan Stanley.
Soon to be to released, the Dior Spring 2024 Collection will be available to shop on Dior’s website and in stores.
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