Dior Announces A Tokyo Fashion Show To Present Kim Jones's Pre-Fall Collection

Kim Jones is one of fashion's foremost creative pioneers: his ability to interweave and elevate subcultural references within his collections unparalleled, his understanding of what his audience wants remarkable – and, back before trainers were a mainstay on runways, his integration of a streetwear sensibility into the luxury market set an entirely new agenda for the industry. "Kim Jones is one of the most revered designers of his generation," said Vogue editor-in-chief Edward Enninful when he was appointed as artistic director at Dior menswear earlier this year. "From the very beginning of his career, he has always pushed the boundaries of menswear, and brought it into a realm of newness and excitement."

In a continuation of that spirit, Jones has now announced that, this November, he will present his Pre-Fall menswear collection in Tokyo: the sort of gargantuan event ordinarily reserved for the womenswear market, and which has never before been undertaken by a menswear artistic director for a pre or cruise collection. "Japan is a magical country that I know quite well and that I love particularly for its incredible and unique culture, history and nature, which have always been very fascinating and a great source of inspiration to me," says Jones of the decision – and he has long used the country as a point of reference for his work, from reinterpreting its kimono and souvenir jackets to collaborating with its cult designers. Equally, Christian Dior himself found abundant inspiration in the country, using fabrics woven in Kyoto, or naming dresses after his favourite Japanese artist, Utamaro.

But, besides the respective fascinations of Jones and Dior with Japanese culture, holding a large-scale pre-fall event in Tokyo is a savvy commercial move: Jones has long maintained a devoted following in the country, and special-edition drops there are a particularly lucrative business. To coincide with the show, Dior will launch a menswear pop-up in Shinjuku's Isetan department store, filled with the Summer 2019 capsule collection – the first collection designed by Jones for the house. You can't imagine those shelves staying filled for long – and if Jones's visit proves a success, you can be sure the rest of the menswear market will soon follow.