If you caught the Dior Homme SS19 show in June this year, you might have noticed a 33-ft-tall flower statue in the shape of a suited-up cartoon teddy bear. Casual.

Marking a partnership between newly-appointed artistic director Kim Jones and American artist KAWS, the teddy has made a return in Jones’ first Dior Homme ad campaign, shot by the legendary Steven Meisel, and this time sees the bear lounging on the floor as the pastel floral backdrop.

In a further buzzy move, the French fashion house has tapped Prince Nikolai of Denmark as one of their models, seen in the campaign images in a striped summer suit and a slogan sweat.

“I wanted the advertising to reflect the spirit of the men’s summer show and the beauty of Dior,” Jones explained.