(Dior) How the HARDIOR campaign breaks the cultural borders

With the Dior Homme Winter 2017 Campaign spot directed by David Sims, Kris Van Assche takes a radical step to the underground cultures. With a college-boy/post-punk style and a classical Gabber track from Jiieehaaaa, we can identify and feel a paradoxal soft and brutal artistic direction.

A real powerful choice in the use of the rave and Gabber codes mixed with a brit-punk revival : music, dance and epileptic footages, HARDIOR fits its name perfectly.


Gabber music was born in the Netherlands in the early 90’s, and declined around 2002. The tendency is stronger than ever in France with the artists collectif Casual Gabberz, leading a new and peaceful popular scene in most of Paris’ clubs.


An invitation for our young and chic generation to adopt this new variation from Kris Van Assche’s artistic vision.