Travis Scott Fashion Show Travis Scott Modeling
And then Travis Scott's collaboration with Dior was a anarchism — literally. The French fashion house unveiled the collaboration on Friday in front of 500 guests at its first physical men'southward runway show in 18 months.
The event drew a big crowd outside, which surged forward and knocked over a security barrier when the vocalizer left the venue, forcing him to retreat dorsum inside — before reemerging to commune with his fans in an impromptu street mosh pit.
Backstage afterwards the show, the situation was as chaotic, as photographers jostled for a shot of the rapper with Dior's creative director for men'southward vesture Kim Jones, who vainly pleaded for social distancing.
It was the first major celebrity way moment in Paris since the outbreak of the coronavirus pandemic, and one befitting Scott's status equally a pop cultural icon.
"He'south a cultural miracle, and culture is something that the young generation want to acquaintance with, especially when they've been away from everything," Jones said. After three seasons of online shows, each with a different artist as guest collaborator, his conclusion to link up with a musician could not have come at a ameliorate time.
"It gets people excited. Dior's done particularly well in the last yr. Everywhere you lot go, there's a queue outside the shop. We've been selling all sorts of things to all sorts of people, and I just desire to proceed to abound that message," the designer explained.
It's the first time Dior has designed a full drove with a musician, and Jones made sure the house's codes were front and middle, making tailoring — and specially his signature Oblique jacket — the backbone of the lineup, although flared pants added a '70s twist to the await.
Scott brought in further psychedelic influences, from the sun-bleached pastels and acid green of the color palette, to the giant mushrooms and cacti dotting the desert-like set, which symbolized the performer's abode state of Texas and his creative collective Cactus Jack.
"The cactus is one of my enduring inspirational plants," said Scott, adding that his birth name is Jacques and his mother calls him Baby Jack. "It'south a label and a movement, an thought and an inspiration that we try to instill and keep moving, trying to assistance the globe with new design and inspirational experiences."
Naturally, he provided the throbbing show soundtrack, including a new track called "Lost Forever," cowritten with James Blake and Westside Gunn.
Jones noted that Christian Dior visited Texas on his first trip to the U.S. in 1947. "We've basically done the reverse journey via Travis," he remarked. Western-way touches included python prints, a dusty suede jacket and a double Saddle bag with a stirrup handle.
Graphics ranged from Cactus Jack's signature hand-drawn motifs to a new version of the Dior Oblique logo spelling out the word "Jack." Information technology turns out Bernard Arnault, head of Dior'due south parent company LVMH Moët Hennessy Louis Vuitton, personally OK'd the irreverent accept on one of his about valuable pieces of intellectual property.
"I knew he'd love it or hate information technology, and he got it completely," Jones said. "He likes to see energy and fun. He'southward seen everything in the world. I ever bask spending fourth dimension with Mr. Arnault because of his middle. He knows exactly what he likes and he knows exactly what works — that'southward why he'due south Mr. Arnault."
It'southward piece of cake to see why the luxury mogul would roll out the red carpet for Scott, who has collaborations with brands including Nike, Playstation, Ballsy Games and Dover Street Market under his chugalug. The musician's collaboration with McDonald's last year resulted in meat shortages and helped to drive up the fast-food behemothic's shares.
Online churr around the Cactus Jack Dior drove homed in on the new skate-inspired sneakers, which Dior is no doubt hoping will match the success of its Air Jordan trainers released last year. No matter what the commercial results, the amount of brand estrus generated by Friday's event was priceless.
Jones will be tracking some other barometer of success. "It'll be interesting to encounter how many young kids you lot see wearing suits now after this, because he's a big influence. I don't like doing things for hype, I like doing things for exciting the consumer," he said.
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