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Dior Homme creative director Kris Van Assche has tapped a fresh line-up of cross-generational talent to front the French house’s SS17 campaign.

Photographed by Willy Vanderperre in the studio and on the streets of Paris, the new campaign sees a return for A$AP Rocky – having fronted last season‘s imagery – alongside new faces Boy George, actor Rami Malek (of Mr Robot fame) and Russian model Ernest Klimko.

 

Rewind six months to Van Assche’s fun fair SS17 show and the relevance of these four faces becomes clear. Referencing subcultures from punk to 90s rave through new romantics (hence Boy George, a childhood hero of the Belgian designer), the collection was designed around creativity, subversion, youth and DIY rebellion: traits reflected in this campaign cast.

“I really tried to translate what I think Dior Homme is right now. It’s about music, it’s about cinema, it’s about fashion…It’s about a certain memory I have of the Eighties that remains very much relevant for 2017,” said Van Assche in an interview with WWD.

Gallery: Backstage at Dior Homme SS17. Photography by Raffaele Cariou