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AGEIST FASHION

ageist editors | march 15, 2018

pet shop boys for dior

We have a certain affinity for early-80s synth pop. It’s just fun, what can we say. It seems that Kris Van Assche, the artistic director of Dior Homme, feels the same way. The new Dior campaign features Neil Tennant and Chris Lowe of PSB. Interestingly, it doesn’t feel nostalgic to me; it’s more the forward-leaning “own it” ethos that we write about here in AGEIST. Dior being one of the most forward, most modern, most premium of brands, here is an example of the power of a company to move the cultural conversation forward by changing the image. These guys don’t look weak, in need of some medical attention, or otherwise checked out. They look empowered and ready to go. It is a fashion ad, but these things have power to move our thinking. The clothes aren’t bad either.