How Kim Jones Engineers Hype at Dior Men

With the rain threatening, the song My Bloody Valentine begins and the show begins. Skate shoes and suit inside and out, a shirt and shorts covered in a Galliano leopard print by Dior, a quilted life jacket bearing the house’s emblem devastation Patterns and jeans are acid washed straight out Lord of Dogtown. The pieces that Linnetz and his friends wear every day on the beach of Venice, remixed by a couture house.

Like the best Dior Men collections, it presents a cohesive story and is crammed with puzzle pieces that will make Dior customers old and new open their wallets. I bet the distinctive sparkly hoodies will inspire many frenetic moments in Dior boutiques: They represent a perfect alchemy between Dior’s faire savoir with a sense of time exaggeration. At this point, an alchemy has a way of causing intense levels of obsession. Linnetz talks about hoodies. “But Kim has a better understanding of luxury and storytelling and people’s experiences when they go shopping. So he said, ‘Oh, I don’t want to just do another color of something you already do. What is the Dior version? What can we do with filmmakers telling your story in a new way? ‘ And it’s not just about repeating something. It is taking something that has some truth or connection to the fervor and shows it to another audience. “

It’s easy to miss the quiet meaning of what Jones has built at Dior. As he masters the ever-evolving pace of the modern fashion industry, he becomes a beacon for creativity and collaboration (and, yes, commercialism).

Back at the hotel the day before the show, I asked Jones about putting a hoodie in a Dior show for the first time. “I would never wear a hoodie on the runway, because for me it’s not Dior,” he said. But his process opens him up to new possibilities and new opportunities for discovery, even if that discovery is a $5,000 hoodie. When the idea came up, Jones followed his honed instinct. He certainly didn’t have time to stop and wonder about the decision; His next Dior show, in Paris, is only a month away. “I said, “Fine,” he said. “I don’t think about it because I have no problem with it. So it goes. “ How Kim Jones Engineers Hype at Dior Men

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