“How Do You Say Dior?”

Kim Jones’s masterstrokes at heightening the allure of Deee-or

Kim Jones is undoubtedly a master at name building. Or, strengthening brand equity. He has continually and successfully used the Dior monogram as a visual affirmation of the label’s desirability. And now, he has also done it in song. For his pre-fall 2021 presentation, he has commissioned a soundtrack that leaves you in no doubt as to who has the money to pay for the equivalent of a commercial jingle. The show opened to a campy feline growl of “Diorrr” (and, later, a kittenish “How do you say Diorrr?”) and a familiar electro-riff and driving base: Deee-Lite’s 1990 club hit What is Love, from the New York group’s debut album World Clique, which spawned the massive dance hit Groove is in the Heart. Thirty years later, What is Love returns to the Dior sound stage, through the auspices of serial collaborator of LVMH brands, DJ Honey Dijon (2017’s The Best of Both Worlds). He was able to get Deee-Lite’s lead singer Lady Miss Kier to re-record the vocals for the remixed What is Love, with parts of the single Pussycat Meow thrown in for good measure. It’s all, as Lady Miss Kier would say, “deee-groovy”.

To make it more far-out, the show, originally planned to be shown in Beijing, is set in what appears to be deep space. The space theme happens twice in a row this week. Two days earlier, Balenciaga’s autumn/winter 2021 fashion video game, Afterworld: The Age of Tomorrow, too, alluded to outer space. The Dior models, although less avatar-like, similarly appears to be walking in front of a green screen. Much of the show, then, is a result of some really neat post-production. It delightfully (pardon the pun) contrasts with Deee-Lite’s old-school soundtrack that celebrates good old-fashioned Chicago house with New York pertness. Opposite nature too was seen in the hair of the models. Many wore small plaited buns on each side of the top of their heads. They’re neither especially masculine nor cosmic. Was it because the show was originally destined for Beijing, they were paying tribute to the Chinese protection deity Nezha (哪吒)? Or, if outer space is in mind, maybe a remade and re-scaled Princess Leia coil?

The clothes themselves are not as galactic too. Mr Jones, the prolific collaborator, has chosen the American artist Kenny Scharf this time. Mr Scharf is a giant in the New York art scene of the ’80s and the friend of the now-gone celebrity-artists Keith Harring and Jean-Michel Basquiat. His paintings, generally categorised as ‘street’ or ‘graffiti’, capture a naive kind of joy, especially in his alien-like characters, such as the one depicted in the 1983 portraiture The Fun Inside. In this respect, perhaps Dior this season pays tribute to the cosmos. Mr Jones has incorporated the artist’s globular and jaunty patterns into his clothes, with results that vary on the scale of loud. Mr Scharf’s cartoonish depictions of whatever creatures they are even appear (unsurprisingly) on the Saddle bag and even as a fancy belt (or is that a waist pack?), shaped in part like the characters it depicts. To make the collection couture worthy, some of the art are created using Chinese seed embroidery (繨子绣 or dazi xiu), confirming again, its intended audience.

If you take away the art-as-fashion-print/needlework, the clothes are Mr Jones’s usual straight-on men’s wear, the kind worn in another era, by older urban tribes. These separates (there are 45 looks) do not sport youthful shapes, but since they are targetted at the young, the mature vibe does not matter. Take the balmacaan outerwear, for example; they smack of avuncular pride, even (or especially?) when made in a patterned fabric. Or, the shirts: they’d be just any regular ones if not for the Kenny Scharf print. For details to differentiate, Mr Jones expectedly applies feminine touches: butterfly wings on collars of coats, fringing on shirt tails, massive tassels that hang like pendants on lanterns, or sash-belts tied to the rear as pussy bows. We sometimes sense that Kim Jones designs with K-pop stars in mind. Don’t be surprised that BTS will be outfitted in Dior at the Grammy’s next month.

Photos: Dior