DIOR HOMME / BRAND CREATION

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CRAFTING A BRAND EXTENSION FOR AN ICONIC FRENCH FASHION HOUSE

Fifty years after its founding, one of the world’s most recognized luxury labels sought to branch out into a new territory: menswear

SCOPE OF WORK

Define the creative DNA for a menswear brand extension for Christian Dior, finding balance between heritage and modernity.

PROJECT ACTIVITIES

  • Brand audit

  • Visual territory

  • Brand Strategy: concept & vision

KEY INSIGHT

Modernity has always been at the heart of the Dior brand, since the New Look took the world by storm in 1947. 

The Dior Homme brand launched with a similar spirit of risk-taking sophistication, presenting a thrillingly contemporary vision of modern menswear that was newly masculine in the same way that the New Look had been newly feminine.