Dior's New Campaign Takes Us Further Into Jack Kerouac and the Beats' World
For fall 2022, Dior's Kim Jones' sent down models in clothing that mixed countercultures with couture and refinement with sportswear as an ode to Jack Kerouac. The tribute didn't stop there. The runway was a giant scroll featuring Kerouac's seminal prose.
The campaign takes it all further for its new campaign with a setting punctuated by the words of the American novelist and poet. Shot by Rafael Pavarotti, models wear pieces that echo Kerouac's look with clothing items such as ties, shirts, sweaters, jackets, and flared pants with modern details.
"The words of Jack Kerouac, an iconic figure of the Beat Generation, resonate like a new desire, an impetus thrusting towards the future, a ground-breaking vision. A driving force of the collection, the novel On the Road* breathes its free, unfettered spirit into it, reflecting an irresistible quest for meaning following the trail blazed by Rimbaud," Dior said in a release.
Other collection highlights include tartan, denim, and exceptional pieces like sweaters adorned with sequins, a hand-painted jacket reinterpreting the cover of Visions of Cody, a t-shirt fused with a scarf transforming the cover of Kerouac's Mexico City Blues into an abstract Dior logo, and American jerseys.