Dior Homme S/S 08 by Karl Lagerfeld

**MissMagAddict** · 03-01-2008

Source | WWD | January 4, 2008

Quote:

DIOR'S NEW LOOK: Taking Dior Homme back to its couture roots, Kris Van Assche made tailored elegance the theme for his first advertising campaign — albeit with a hint of danger. "They look like young professional killers," joked Karl Lagerfeld, who shot three models in a Parisian apartment wearing Van Assche's ballooning, high-waist pants and pristine white shirts.

Van Assche described the images, which break in February magazines, as the "next step" for the brand — rather than a radical change — in its post-Hedi Slimane era. A budding photographer, Slimane lensed recent Dior Homme campaigns and favored an edgy, artsy approach.

"When one evokes 'elegance,' people tend to think you refer to something old-fashioned, boring," Van Assche said. "I am totally aware that we are living in a sportswear generation, but I feel it is my duty — at Dior Homme even more so than at my own label — to propose an alternative....I prefer to look at it as a challenge: make elegance radical."

That's the reason he selected Lagerfeld, who shoots campaigns for Chanel, Fendi, Dom Perignon and others. "Karl Lagerfeld represents in a very personal way this idea of 'modern elegance,'" Van Assche explained.

One subtle change is that the ads were shot in color, "though one could mistake it for black-and-white," Van Assche allowed. The models, all South American and in their mid-20s, are also slightly older than many recent Dior Homme spots.

Van Assche said his favorite image depicts a model at a window in a black suit with a satin collar detail on the lapels. "It best translates the message of modern noblesse," he said.

Dior declined to reveal budgets for the spring/summer campaign, but Van Assche said the media spend would be on par with a year ago.

ysljunkie · 03-01-2008

MissMagAddict thanks!!! You know it does look very Dior-even considering what Dior was just a year ago-I can see the logo printed right next to them and it makes sense.

kissmesweet · 03-01-2008

I like the concept of these ads and the lighting looks great. I definitely look forward to seeing more.

ilaughead · 03-01-2008

I was kind of hoping that the ads would make the collection more interesting, but I guess I was wrong. It's weird that Karl shot it, though, given his previous statements toward Van Assche.

sylen · 04-01-2008

It's looks like dior homme ss 08 fashion show.....
no change

DuTTyRoCK112 · 04-01-2008

I actually don't find these as radical as Van Assche may think they are. I love the idea of the first shot, with the lone model in the room beyond the door. That could have been very interesting and dark, minus the two models in the foreground, though I still think it works as is. The casting doesn't seem very good, IMO, nor does the hair.

bluedolphin · 04-01-2008

soo amazing ads , karl is god!

bluedolphin · 04-01-2008

Quote:

Originally Posted by sylen

It's looks like dior homme ss 08 fashion show.....
no change

agree! but looks good too though

BerlinRocks · 04-01-2008

i like them... it's classy and chic...
and yes it was shooted in a Salon Haussmanien, similar to the Salon where the collection were presented... but this one is lighter and more "minimalist"...
the one where the collection was shown was more conservative in a way... with a lot of boiseries etc.

but honestly to me, presented like this... it looks like a fashion editorial and not an ad campain... but i still like it...

Starry · 04-01-2008

Very classic and looks like the show itself.

mikel · 04-01-2008

It looks good. Nice lighting.

Dustcakeboy · 04-01-2008

Presents the collection perfectly, so appropriate.

The lighting is much better than the show.

Manuva · 04-01-2008

Eh. It's so bland. I really miss Hedi, I love his photography and his designs.

More importantly, how did Karl get his hands on this campaign!?

testinofan · 04-01-2008

look boring and old, i think are much better with Hedi, David Sims o maybe other photographer this no are good for my opinion.

candysweet21 · 04-01-2008

Quote:

Originally Posted by Manuva

Eh. It's so bland. I really miss Hedi, I love his photography and his designs.

More importantly, how did Karl get his hands on this campaign!?

Haha I thought the same thing! Karl doing Dior??

ah well I quite like them actually

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04-01-2008	13
Manuva congratulations, nerds. Join Date: Jul 2005 Location: london, calling Gender: femme Posts: 5,287	Eh. It's so bland. I really miss Hedi, I love his photography and his designs. More importantly, how did Karl get his hands on this campaign!? __________________ http://betweeneveryline.blogspot.com/ http://twitter.com/betweenblog

04-01-2008	14
testinofan F▲SHIØN MØNS†ER Join Date: Aug 2004 Location: Paris Gender: homme Posts: 6,930	look boring and old, i think are much better with Hedi, David Sims o maybe other photographer this no are good for my opinion. __________________ http://twitter.com/Gaby_MT - http://anyobjections.tumblr.com/

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03-01-2008	2
ysljunkie trendsetter Join Date: Jan 2006 Location: “a freak’s costume party” Gender: homme Posts: 1,267	MissMagAddict thanks!!! You know it does look very Dior-even considering what Dior was just a year ago-I can see the logo printed right next to them and it makes sense.

03-01-2008	3
kissmesweet V.I.P. Join Date: Dec 2005 Location: Hong Kong/UK Gender: femme Posts: 18,853	I like the concept of these ads and the lighting looks great. I definitely look forward to seeing more. __________________ ♥ don't you forget about me.

03-01-2008	4
ilaughead V.I.P. Join Date: Jan 2006 Gender: homme Posts: 4,790	I was kind of hoping that the ads would make the collection more interesting, but I guess I was wrong. It's weird that Karl shot it, though, given his previous statements toward Van Assche.

04-01-2008	5
sylen front row Join Date: Dec 2007 Location: NYC Gender: homme Posts: 432	It's looks like dior homme ss 08 fashion show..... no change __________________ Gemma Ward-Irina Kulikova-Karlie Kloss Ali,Freja,Lara

04-01-2008	6
DuTTyRoCK112 trendsetter Join Date: Mar 2005 Location: new york Gender: homme Posts: 1,019	I actually don't find these as radical as Van Assche may think they are. I love the idea of the first shot, with the lone model in the room beyond the door. That could have been very interesting and dark, minus the two models in the foreground, though I still think it works as is. The casting doesn't seem very good, IMO, nor does the hair.

04-01-2008	7
bluedolphin V.I.P. Join Date: Jan 2006 Gender: homme Posts: 4,781	soo amazing ads , karl is god!

04-01-2008	9
BerlinRocks V.I.P. Join Date: Dec 2005 Location: Manhattan ftm Gender: homme Posts: 10,847	i like them... it's classy and chic... and yes it was shooted in a Salon Haussmanien, similar to the Salon where the collection were presented... but this one is lighter and more "minimalist"... the one where the collection was shown was more conservative in a way... with a lot of boiseries etc. but honestly to me, presented like this... it looks like a fashion editorial and not an ad campain... but i still like it... __________________ *+++Love and Passion to everyONE in 2011 +++*

04-01-2008	10
Starry fashion elite Join Date: Nov 2007 Gender: homme Posts: 2,599	Very classic and looks like the show itself.

04-01-2008	11
mikel V.I.P. Join Date: Sep 2005 Gender: homme Posts: 22,769	It looks good. Nice lighting. __________________ "I'm not sorry... I'm sorry that I didn't make it clear that it was a joke. But I can't be sorry for what I said—it's against my nature." Lars von Trier

04-01-2008	12
Dustcakeboy tfs star Join Date: Jan 2007 Location: Dublin, Ireland Gender: homme Posts: 1,905	Presents the collection perfectly, so appropriate. The lighting is much better than the show. __________________ Male-Mode