Raf Simons’ first ad campaign for Dior emerged on Dior.com just before the new year—a fitting moment for the still-fresh designer. Echoing the minimalist set used in the spring 2013 show, they feature ample white space, cut-out windows, breezy curtains, and bouquets of flowers that recall the flowers—said to total a million—that covered every surface of the designer’s first couture collection for the house in mid-2012.

Photographed by fellow Belgian Willy Vanderperre, who’s worked with Simons on campaigns for Jil Sander, as well as video campaigns for Dior Homme by Kris Van Assche, the images seem to allude to Simons’ twin passions. First there is art, as seen in the empty canvas of a setting and little puffy clouds not unlike René Magritte (also Belgian). And second there is the New Look, as seen in the nonchalant poses and optimistic post-war style of dress created by Christian Dior—but without the severe wasp waists. This is, essentially, sweetheart stuff. Those looking for improper subtext, even a scrap, won’t find it.

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