Kris Van Assche has turned an about face at the helm of Dior Homme – breathing a light, poetic air into the house’s starched formality. Honing this fresh approach to menswear through a raw, youthful lens is fellow Belgian Willy Vanderperre, who has developed the special project ‘The time I had some time alone’ with Kris Van Assche as an exciting inauguration to Dior Homme’s new generation media strategy.
Featuring Danish model Victor Nylander writhing atop sisal matting in deconstructed suiting looks from the Spring Summer 2011 season, the short video cuts severely through raw urban atmospheres, scenes of Victor bouncing a basketball or a birds eye view on a skateboard.
The contrast of raw finishes and polished silhouettes within Dior Homme’s aesthetic is artfully reflected by Vanderperre, both through the choice of sombre environments and the casting of the house’s pale, Nordic heir to the campaign engaging in such All-American pursuits as basketball and skating. Vanderperre’s idealised vision of youth culture and masculinity that carries through his work with Raf Simons is inherent throughout the film.
‘The time I had some time alone’ film and series of eight photographs has been offered by Dior for download and distribution via blogs and the fashion websites of selected media, for a viral effect that will be echoed in a series of selected print media insertions from January 17th, 2011.
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