January 26, 2021

Kris Van Assche Reflects on 10 Years at Dior Homme

PARIS — As he prepares to celebrate his 10th anniversary at the helm of Dior Homme, Kris Van Assche is basking in a new sense of freedom.
Having succeeded his former boss Hedi Slimane in the job, the Belgian designer initially focused on refining the razor-sharp tailoring that made the brand a favorite with celebrities from David Beckham to John Legend. In parallel, he channeled the edgy club culture of his youth into his eponymous label.
Two years ago, Van Assche shuttered his own line because — in his own words — juggling the two “was really no fun anymore.” Since then, he has been injecting more of his personal affinity with streetwear into the Dior aesthetic, bringing back a sense of youthful energy with show sets including a skatepark and a funfair.
With this change of direction — reflected in the brand’s fall 2017 advertising campaign starring Depeche Mode singer Dave Gahan and American actor Lucas Hedges — Van Assche believes that Dior can speak to more than one type of customer.
“People like to put things in boxes. Men dress in a certain way, they like to belong to a certain group, whether it’s music or sports or a social group — of bankers,

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