Travis Scott collaborated with Dior on a collection of men’s clothing
Dior Men and its artistic director Kim Jones have announced their latest collaborator: musician, producer and designer Travis Scott.
Their joint Spring / Summer 2022 collection will be unveiled on June 25, during one of the few in-person shows at Paris Fashion Week. France only lifted the majority of restrictions related to Covid-19 recently, on June 9; many fashion brands have chosen not to bet on preparing for live shows, in case the discounts are extended.
This partnership marks a first for Jones whose past high profile collaborations include visual artists such as KAWS, Kenny Scharf, Raymond Pettibon, Hajime Sorayama and Daniel Arsham. For Fall / Winter 2020, Jones stepped away from the artist model by hooking up with Shawn Stussy of the legendary surf brand.
Scott, however, is a notable, and potentially successful, pivot. Label statement qualifies the partnership as “an unprecedented event [representing] the first complete Dior collection ever created with a musician. ”
Travis Scott and Kylie Jenner at the 2019 Met Gala in New York City. Credit: Neilson Barnard / Getty Images
The Grammy-nominated artist has grown into a multifaceted imaginative force in recent years, himself no stranger to collaborations. Among others, Scott has released products with Nike, Ksubi, BAPE and even McDonald’s. Many of them have come through Cactus Jack, Scott’s Creative Collective and Foundation.
The association is further testament to Jones’ ability to combine high-profile marketing with a strong sense of design. He is one of the few fashion designers to consistently generate rave reviews while simultaneously renewing popular, often frenzied demand. (The resale value of Jones’ Dior Jordan 1 Fall / Winter 2020 sneaker, for example, is north of $ 8,000, with the original retail price only a small percentage of that figure.)
The buzz was brewing before the official announcement of Dior. Scott was pictured in Paris wearing a monochrome brown suede Dior Men jacket, with a bespoke font spelling “Dior” on the back. Eagle-eyed fans noted that this had never been seen before, with some wondering if this was a one-off event or if it was a hint of an upcoming project. .
Kim Jones and Travis Scott’s Dior Spring-Summer 2022 men’s collection will be unveiled in Paris at 2:30 a.m. CEST on June 25. It will also be visible online at www.dior.com