the garden of “hommes fleurs” | dior presents their men’s summer 2024 campaign

photography. Rafael Pavarotti

Dior has a new look – one that emphasises passion and elegance. The French luxury fashion house’s latest Summer 2024 collection marks Kim Jones’ fifth anniversary as Dior Homme’s creative director, weaving his own inspirations with those of past creative directors. Elegant suiting and timeless accessories are accented by a simplistic setting in crisp photographs and compelling videos of their men’s Summer 2024 campaign – displaying Dior’s innate ability to craft pieces that are eye-catching in their own right.

Shot by acclaimed fashion photographer, Rafael Pavarotti, the summer campaign lets the clothes speak for themselves. In his distinctive visual style, Pavarotti has captured the essence of the ready-to-wear collection, highlighting its stunning textures, vibrant colours, and innovative shapes. The campaign’s minimalist approach emphasises the clothes’ distinct features, allowing them to take centre stage in both photographs and videos.

photography. Rafael Pavarotti

Lime green, bright pink, aquamarine, sunshine yellow, and tangerine seep from the corners of the photographs and blend into the white surroundings, creating a dreamlike and surreal scene that frames each model perfectly. To complement the environment, the same bright summery colour palette appears on polos layered over fitted button-up shirts and under tailored blazers in navy, grey, and oat hues.

The campaign video closely parallels the runway show, adopting the same sterile environment in which models disappear and reappear from square tiles on the floor. The spectacle was dubbed the garden of “hommes fleurs”, as the male models were seen to be growing like flowers from the ground.

photography. Rafael Pavarotti

Dior has prided itself on the art of tailoring since the “New Look” – Christian Dior’s first collection which launched in 1947 – and has since married its iconic styles with contemporary elements that feel fresh and familiar. Tweed serves as another nod to the fashion house’s founder, taking shape as structured blazers, sleeveless tops, and ankle-grazing trousers. Not to mention working its way onto Dior’s popular Saddle bag, backpacks, and even chunky loafers. Bags and shoes – including the Dior Charm and Buffalo loafers – are detailed with the brand’s distinctive quilting, cannage, fusing heritage and modernity.

Dior’s latest collection is a perfect amalgamation of masculine energy and feminine touches. This remarkable combination of styles is what makes the collection truly special, as it caters to an expansive scope of fashion sensibilities. And, as we slowly but surely move into the warmer months, the brand’s vivid bursts of colour and classic silhouettes will be blooming like the enchanting garden of “hommes fleurs”.