Alongside the highly applaudable clean chic, original and cutting-edge Spring/Summer 2012 fashion show from Christian Dior Homme, the Fashion House recently use the video film Memoir Commercial Campaign method and the traditional still picture method to promote and push the new collection to consumers in the market. In order to fit in the overall consistency of the Dior Homme high end brand image, and the colour patterns and clothing design structures over the ranges, Karl Lagerfeld chooses to use the classic black and white photography method to present the extreme iconic made to fit looks of Christian Dior Homme with his muse male model Baptiste Giabicioni. The two fashion photos in a set, took by Karl Lagerfeld himself, are dressed in Spring/Summer 2012 white coloured suit to interact with the black/white colour tone, to bring the classic high end clean chic effortless nature luxury feeling into another level.
When it comes to Christian Dior Homme, for modern male consumers in the market, the dominant consideration over the season around the collection is the skinny size concerns. Absorbing the mature high end luxury fashion experience from Christian Dior Lady side, Dior Homme has successfully categorised itself as a highest aesthetic men’s fashion brand with less compromises in terms of altering the original designs in order to meet the sales figures. Consumers on the other hand pull the original Dior Homme’s extreme fittest looks in a very demanding way, they have build a really strong faith and belief in the brand, and formed a very active brand community to drive Dior Homme’s brand equity grow rapidly.