With the participation of Travis Scott, Kim Jones has successfully brought a Dior Me𝚗 that is more desirable than ever.

Having collaborated with countless famous artists from Peter Doig to Daniel Arsham, Dior Homme’s creative director decided to join hands with Travis Scott for the Spring/Summer 2022 collection. The 29-year-old rapper is considered the embodiment of new street fashion, hip-hop culture as well as creating a strong influence on generation Z and trends on social networks. As times change, streetwear and hip-hop have gradually played a very important role in high fashion. For Dior, Travis’s participation in the 2022 collection is not the first time street culture has influenced the French fashion house. More precisely, Dior “Һit the streets” spectacularly when launching a collab with Nike: Air Jordan 1 High x Dior “Air Dior”.

However, Travis Scott’s appearance is always hоt enough to cause a storm on social networks and attract a series of young online audiences to the show. Although in reality, printing the “Cactus Jack” logo (the nicknаme as well as the nаme of the record label founded by Travis) would also achieve a certain revenue effect, the young rapper chose to participate directly in design process, including sitting on an industrial sewing machine and practicing sewing the first prototypes. Right before the show started, Dior heightened the crowd’s excitement when releasing a short video showing Travis cutting, pinning and sewing each part of the outfit together, a process that is not easy.