Dior Pre-Fall 2020: Kim Jones made collabing a superpower
For Diors Pre-Fall 2020 collection, creative director Kim Jones created his own Miami skate court. A flimmery green-yellow showspace lined with colourful vintage American cars. The catwalk pasted up with taggs, imagined by legendary Stüssy founder Shawn Stüssy. Appearing like a surreal, trippy high fashion hole.
At a time where rigid fashion laws are breaking down and boundaries between high fashion and streetwear are blurring, collaborations became fashions latest tool. And soon a saturated market. It is not easy to create added value, if it is about nothing more than shining in the light of the other and opening up to the respective other target group. (Just last week, Prada and Adidas announced a partnership and unveiled some limited-edition sneakers.) Art is missing! But there is one creative mind on a mission to restore collabs to glory.
Concurrently to Art Basel in Miami this tuesday evening Dior invited the big fashion family to sunny Miami. To present their Pre-Fall 2020 collection in collaboration with the founder of Street Style label Stüssy. For this special occasion Shawn Stüssy had even returned from retirement. His resuscitation was already reason enough for hype, additionally the audience is always excited for another demonstration of Kim Jones secret speciality: mixing up the brand with unusual collaboration partners. The creative head of Dior Menswear knows how to play the collab game and once again showed what makes him so special: An honest appreciation and sense for art and creativity. The show also proved, streetwear and high fashion will still be surfing the collab wave in 2020.
Shawn Stüssys very own wave is in his characteristic typeface, decorating Stüssys emblem and now Diors keypieces. Spring fresh variations of a more colorful saddlebag are now signed with the Dior logo in Shawns iconic sketch style. Honoring Stüssys brand identity, the Stüssy barret shaped the heads of diors models, of course signed with dior. Taggs printed on pullovers and short-sleeved shirts, Stüssy was famous for in the 90s, come with typical Dior suittrousers and light shorts. - It all made for a cheerful trip to Miami Beach’s skate spots. What one may have forgotten, before it came into street style and hip hop culture Stüssy was first known as a surfer brand. Kim showed references to this in his trippy-Miami-Beach color palette, including light blue, pink, green, yellow and sandy shades of beige.
As with Hajime Sorayama, Kim knows how to connect the Dior DNA with its partners in an authentic and respectful way, always integrating their creative spirit. That way he also makes them accessible to a new target group. After the 12 meter high statue of Sorayama on the Dior catwalk, his almost forgotten art experienced a hype and became a tumblr hit.
For now, Shawn seemed to enjoy his short trip back to profession. The day before the show he wrote on instagram:” I gotta say here and now how good a vibe and how natural this project has felt for me before this things breaks in a day or so…”
We can't wait to see which artist Jones will bring back to life for Dior next time.
By the way: according to their relaxed life motto, on Instagram the brand seems to be completely unimpressed by the sudden high fashion appearance of its creator. Not wasting any time on mentioning it, just continuing to post regular content. Hang loose!