Dior taps Jimin as the face for SS24 campaign

DIOR has just unveiled its new spring-summer 2024 campaign starring Jimin – a pivotal member of one of the most renowned K-Pop groups BTS.

Dior initially became interested in the infamous group after Kim Jones – creative director of Dior Homme –  designed stage outfits for the members back in 2019.

Speaking on the partnership, Jones said: “They all have their personal taste and style and it works so well together. Each member of the group chose the look they wanted, and we worked very organically to create each look for them…It was very collaborative.”

Jimin for Dior SS24

Forging further ties with the singer, Dior has tapped Jimin as a brand ambassador and is now featuring him as the face of the new campaign.

Reinventing traditional dress codes and challenging archetypical silhouettes, Jimin is seen posing in various different relaxed ensembles. Soft, gentle forms have been favoured in lieu of architectural sharp lines – a further display of Jones’ fluid design approach.

Jimin for Dior SS24

Additionally, emblematic motifs of the Maison have been reimagined and reinterpreted for the latest seasonal offering.

The CD diamond symbol has been transformed into a rhomboid symbol to add a contemporary, subversive twist to the long-established design. Meanwhile, the Dior signature is seen adorning a selection of sleeveless pullovers within the latest set of imagery.

Jimin for Dior SS24

Captured by Alasdair McLellan, the campaign encapsulates the comfort and practicality of the latest collection and is available to view online at www.dior.com later today.

by Sophie Richardson