Dior consolidates its link with the world of sport by choosing the footballer Kylian Mbappé, striker of Paris Sant Germain, as testimonial for menswear, with the creations of Kim Jones, and for the Sauvage perfume.
Values and change
The choice, explains a note from Dior, stems from sharing the same values of demanding standards and generosity and represents a change after the campaigns with actors Johnny Depp and Robert Pattinson. The footballer in 2018 won the world cup with the French national team and in the same year he was designated as the best young player in the world by Fifa. He also scored four goals for the French national team in a qualifying match for the 2022 World Cup, his first quadriplet in a French team game since 1958.
Paris Sant Germain
Dior will dress the Paris Saint-Germain of Messi, Neymar and Mbappé for this and the next ammo. Kim Jones, artistic director of the men’s collections, has designed a casual and a formal line. Classic dresses will be in shades of black and navy blue. For the casual outfit there is a Harrington-style jacket, a pullover and a polo shirt with embroidered collar and “CD Icon” initials. For winter, a coat, a cashmere scarf and a designer bag in black leather.
Technogym
Another partnership recently created by Dior with the world of sport and wellness is the one created with Technogym for a series of products designed for wellness at home. The collection was born from the synergy between the research and innovation center of the Italian company and the creative team of the historic French fashion house, with the ultimate goal of training in style to stay healthy and fit. The limited edition includes a treadmill, multifunction bench and wellness ball reinterpreted according to the style of the brand. The Dior and Technogym Limited Edition products will be available this January.
