(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.

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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.

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