Dior Men’s designer Kim Jones is not new to the fashion murmur, quiet-luxury brand universe.

In 2020, Jones introduced the Modern Tailoring capsule. And prior to that, the Dior Essentials line, soon after his arrival at the house in 2018. All featured a range of elegant and more casual pieces designed to stand the test of time.

If we define quiet luxury more tightly as a “collection of timeless wardrobe essentials”, then the new Dior Icons collection by Kim Jones qualifies as luxiously classic and impeccably tailored, building on past successes.

Dior doesn’t share sales figures, but the Jones era has clearly boomed. Jones told GQ after his Dior Spring 2024 show that the mens business, “has grown a huge amount since I started, in terms of volume and sales, so it’s reaching a lot more people.”

Dior executives volunteered information to WWD this week that the women’s business has tripled in less than seven years with Maria Grazia Chiuri at the helm. We should assume that when Jones says “huge” increases in the men’s revenues, we can take him literally.

The Dior Icons collection will launch on December 1 in Dior boutiques worldwide. The ad campaign features actor and Dior ambassador Robert Pattinson, who gained worldwide recognition for portraying Edward Cullen in The Twilight Saga film series (2008–2012), grossing over $3.3 billion worldwide.

Alasdair McLellan [IG] photographs Pattinson. Ronnie Cooke Newhouse provides art direction, with styling by Ellie Grace Cumming.

"I talked about clothing and fabrication with Robert a lot because he has a huge interest in fashion. I thought it would be perfect for him to wear Dior Icons because we discussed it in the conception of the collection. He is a good friend of mine so it seemed it would be nice for him to model in it," Jones said in a statement.