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WWD Men’s Wear Designers of the Year Kim Jones and Travis Scott – WWD

PARIS — For its triumphant return to the Paris runway in June, Dior had a particular visitor up its sleeve. The French vogue home’s first bodily runway present in 18 months noticed Kim Jones workforce up with rapper Travis Scott on his spring 2022 males’s assortment.

The scene on the present was predictably chaotic, as photographers jostled for a backstage shot of the 2 males, whereas outdoors, followers went wild, knocking over a safety barrier when Scott emerged from the venue. He rewarded them by leaping into the group in an impromptu road mosh pit.

On-line response to the collaboration was equally euphoric. The present garnered 1.54 million views on YouTube and 10,240 responses, in accordance with information and analytics agency ListenFirst. By comparability, the Dior males’s spring 2021 assortment featuring a collaboration with artist Amoako Boafo, which was unveiled on-line in July 2020 on the peak of the coronavirus pandemic, garnered simply 234,523 views and 5,071 reactions, it mentioned.

The collaboration between Jones and Scott — and the affect it generated — earned the 2 males the WWD Honor for Males’s Put on Designers of the 12 months.

It was the newest in Scott’s profitable streak of partnerships with firms as numerous as Nike, Dover Avenue Market, Ps, Epic Video games and Byredo, prompting Forbes journal to dub him “company America’s model whisperer.” His collaboration with McDonald’s final yr resulted in meat shortages and helped to drive up the fast-food big’s shares.

A Grammy-nominated artist, songwriter, producer, businessman and designer, the “Astroworld” rapper has additionally been lauded for his revolutionary music advertising and marketing methods, comparable to bundling live performance tickets, merchandise and a brand new album, and staging a digital live performance inside Epic’s wildly profitable Fortnite sport.

Along with his on-again, off-again companion Kylie Jenner, Scott varieties one in every of showbiz’s most high-profile {couples}. The duo predict their second youngster.

Since 2017, he has launched shut to twenty new merchandise every month on common. “Even for the most popular manufacturers and merchandise, including a Travis Scott co-sign makes a significant distinction, with the facility to ship hype into hyperdrive” on-line resale platform StockX mentioned in a report, noting that his merchandise command a hefty premium on the secondhand market.

“Probably the most spectacular facet of Travis Scott’s resale dominance — much more exceptional than his sky-high sneaker costs — is the breadth and variety of his catalogue. From face masks to hen nugget pillows to Fortnite equipment, if it has Travis Scott’s title on it, it’s shifting numbers on StockX,” it added.

Travis Scott.

Travis Scott
Courtesy of Dior

The Dior present marked the primary time the model has designed a full assortment with a musician, and represented a departure for Jones after a sequence of collaborations with main artists together with Kaws, Daniel Arsham and Peter Doig, amongst others.

Scott has been near the home for some time, modeling the Air Dior capsule line that it developed final yr with Jordan Model. “He’s a cultural phenomenon, and tradition is one thing that the younger era wish to affiliate with, particularly after they’ve been away from every part,” Jones advised WWD.

“I see issues that Travis does, that different folks don’t do, that curiosity me. He’s a pacesetter, not a follower, and I believe that’s all the time actually necessary. You cross completely different sections of society. The truth that he can do Dior and McDonald’s is a testomony to him — nobody else may,” the designer added.

Scott mentioned his high-low strategy comes naturally.

“Excessive-end, and even couture, has all the time even been in my metaverse of issues I like. And I don’t assume there’s even a distinction going from McDonald’s to Dior. It’s simply the issues that I like in my pure state,” mentioned the singer, rocking a cactus-shaped pendant studded with greater than 2,200 diamonds, designed by Victoire de Castellane, Dior’s artistic director of high-quality jewellery.

The present befell on a spectacular set that summed up the spirit of the collaboration: a desert-like backdrop lined in oversize blooms impressed by founder Christian Dior’s backyard, and cacti symbolizing the musician’s house state of Texas and his artistic collective Cactus Jack.

The garments likewise melded the home’s tailoring — and notably its signature Indirect jacket — with psychedelic influences, together with a shade palette starting from sun-bleached pastels to acid inexperienced. It additionally featured a brand new tackle the Dior Indirect emblem that spelled out the phrase “Jack.”

Dior Men’s Spring 2022

Travis Scott’s tackle the Dior Indirect emblem.
Stéphane Feugère/WWD

“We tried all various kinds of silhouettes, taking it someplace that I often don’t even go along with my very own clothes,” mentioned Scott, referring to fits with a slim jacket and flared pants. “We produce extra road type issues, so to come back right into a home that does extra couture-level, and form of mesh, it was form of cool.”

Equipment included a double Saddle bag with a stirrup deal with, and skate-inspired B713 sneakers, which Dior is little question hoping will match the success of its Air Jordan trainers launched final yr.

Scott has a very sturdy monitor file on footwear. In 2020, sneakers he codesigned offered on common for 370 p.c greater than their launch worth on StockX, with a median resale worth of greater than $850, the platform mentioned final yr. Even when he wears footwear that don’t bear his title, like Nike SB Dunks, their resale worth rises by as much as 50 p.c.

Dior augmented the thrill across the Cactus Jack assortment by drafting in one in every of its hottest model ambassadors, Sehun from the boy group Exo, to advertise the present.

“The Cactus Jack collaboration between Travis Scott and Kim Jones was an unquestionable success for Dior, on YouTube outperforming earlier males’s reveals by Dior through the pandemic, whereas influencer posts offering an excellent greater carry in engagement. Nonetheless, Travis Scott wasn’t essentially the rapper most chargeable for the gathering connecting with the social media viewers,” famous Jonathan Cohen, content material and communications director at ListenFirst.

“The most well-liked Dior publish concerning the Cactus Jack assortment featured Okay-pop star Sehun as a mannequin, whereas Sehun’s Instagram publish sharing his Cactus Jack look, generated 47 p.c extra engagement than Travis Scott’s personal Instagram publish concerning the assortment. For vogue manufacturers, with the ability to consider the social efficiency of your individual model and influencer content material side-by-side is necessary because it typically yields sudden conclusions,” he added.

What stays to be seen is whether or not Dior’s collaboration with Scott was a one-off, or if it marks a brand new chapter within the model’s technique. Contemporary off his collaboration with Kim Kardashian West’s Skims model, in his parallel position as creative director of girls’s collections at Fendi, Jones seems nowhere near leaping off the celeb prepare.

SEE ALSO:

Travis Scott: ‘The Kids Rule the World’

Fendi x Skims Capsule Collection Unveiled

Dior Expands Jordan Collaboration to Apparel and Accessories

https://wwd.com/fashion-news/fashion-features/wwd-honors-menswear-designers-of-the-year-kim-jones-travis-scott-1234982718/ | WWD Males’s Put on Designers of the 12 months Kim Jones and Travis Scott – WWD

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