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Warp speed laser quest: Dior reveals new Hajime Soryayama-designed logo
Fashion | 27 March 2019
Text Finn Blythe

Taking off where Dior‘s laser-strobe Tokyo spectacle left off, the house’s new pre-fall campaign, shot by Steven Meisel, offers the same hypnotic glimpse into neo-futurism that catapulted Kim Jones’ tenure at the house into industrial overdrive.

GALLERY

Set against a chrome background evocative of Hajime Soryayama’s colossal gynoid sculpture that towered over the catwalk last November, the Dior man emerges from a cross-fire of iridescent laser beams like the Mothership cabin crew of some future space colony. While chrome plating comes alive under a hail of lights across footwear and holster-like saddle bags, outerwear detailing and Yoon Ahn-designed earrings.

Once more, Soryatama’s self-proclaimed “superrealism” is called upon in achieving the aesthetic, with a new, clinically minimal Dior logo that bears all the hallmarks of the Japanese illustrator’s distinctive hand.

“I wanted the campaign to catch the energy of the Tokyo show, with the amazing laser lights of the finale said Kim Jones.

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