This season, he’s chosen none other than Boy George – the 80s icon, androgynous star and former frontman of Culture Club.
“I really tried to translate what I think Dior Homme is right now. It’s about music, it’s about cinema, it’s about fashion…It’s about a certain memory I have of the 80s that remains very much relevant for 2017,” said Van Assche in an interview with WWD.
“Boy George, when I was a kid, was one of the first to have this message about difference being okay; he was such a major influence on my generation. That idea of freedom and being a rebel – which he still is – is really something that has stayed with me.”
Shot by legendary photographer Willy Vanderperre, Boy George stars in the campaign alongside existing Dior Homme muse A$AP Rocky and male model Ernest Klimko. The trio are joined by actor Rami Malek (the star of Mr. Robot) who is set to play Freddie Mercury in a new film about Queen titled Bohemian Rhapsody.
Head to the gallery above to see more images from the campaign.