Kim Jones Taps Prince Nikolai Of Denmark For First Dior Men's Campaign

Prince Nikolai of Denmark stars alongside models Valentin Caron, Romaine Dixon, Malick Bodian, Lukas G and a clown-like figure crafted from flowers in Kim Jones’s first Dior men’s campaign. The latter is the work of US artist Kaws – real name Brian Donnelly – who created a 33-foot-tall botanical structure in homage to brand founder Christian Dior for Jones’s debut show.

The sculptural centrepieces are part of a larger collaboration between designer and artist. In the Steven Meisel-lensed campaign, a capsule collection of luxe sportswear embroidered with Kaws’s cartoon bees is featured alongside runway looks from the spring/summer 2019 show. Prince Nikolai leans against the blooming interpretation of Mr Dior wearing his first exit look – pale blue-and-white suiting – in just one shot of a series that simultaneously fuses Jones's humour with the maison's history.

“I wanted the advertising to reflect the spirit of the men’s summer show and the beauty of Dior,” Jones told WWD of the campaign and Kaws tie-up, which will drop in stores in December. “I’ve always wanted to work with Kaws, I think he’s super chic and also his work speaks to a lot of people.”

The campaign, which was art directed by Ronnie Cooke Newhouse, with styling by Melanie Ward, make-up by Pat McGrath and hair by Guido Palau, precedes Jones’s pre-fall show in Tokyo. Just like his collaboration with Donnelly, this shift to Japan is a savvy commercial move on Jones’s part. His spring/summer 2019 pieces will fill the shelves of a pop-up in Shinjuku's Isetan department store, where limited-edition drops mean big business. Where Jones goes, a coterie of brands will undoubtedly follow.