Move over Johnny Depp - Dior has a new campaign star. The French luxury label Dior Homme has tapped a new cross-generational crew to front their latest campaign.
In the past, the menswear line has been fronted by a mix of handsome overachievers like Robert Pattinson and The XX's Oliver and they've kept in line with tradition for their spring summer 17 adverts. At the helm of the new campaign is queer icon and New Romantics trailblazer Boy George. Mr. Robot's Rami Malek, Russian model Ernest Klimko and A$AP Rocky appear alongside the Culture Club's lead singer.
This campaign marks a comeback for A$AP Rocky who previously starred in the house's autumn winter 16 ads with Larry Clark, French actor Rod Paradot and model Dylan Roques.
Following his stint on The Voice, cameos in the new season of* The Real Housewives of Beverly Hills* and an appearance on The New Celebrity Apprentice, Boy George is arguably having a late life career comeback. However, this Dior endorsement marks a return to the world of fashion where he has long-served as a mood board muse.
This season's stars were shot in black in white in Paris by photographer Willy Vanderperre and styled by his long-time collaborator Olivier Rizzo. A pensive Rocky is pictured wearing patchwork jeans, which are the product of a collaboration with Japanese artist Toru Kamei. Remi Malek is shot in an embellished bomber in one image and a blazer dappled with grommets in another. Klimko is the only face styled against a coloured background as he's pictured in a stripe shirt and Harrington jacket against the blinking bulbs of a fun fair. And, Boy George stares down the camera in his signature towering Buffalo hat that's been fitted out with Blitz Kid buttons.
'I really tried to translate what I think Dior Homme is right now. It’s about music, it’s about cinema, it’s about fashion…It’s about a certain memory I have of the Eighties that remains very much relevant for 2017,' said Dior Homme's creative director Kris Van Assche to WWD. 'Boy George, when I was a kid, was one of the first to have this message about difference being okay; he was such a major influence on my generation. That idea of freedom and being a rebel – which he still is – is really something that has stayed with me.'
The diversity of Dior Homme's new hombres shows the breadth of the brand's aesthetic and the range of customers they are trying to reach out to.
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This article originally appeared on The Debrief.