Maria Grazia Chiuri’s First-Ever Dior Campaign


Dior has unveiled its first-ever campaign under a female creative director. Maria Grazia Chiuri tapped French photographer, Brigitte Lacombe to capture twins Ruth and May Bell for Spring 2017. An expansion of Chiuri’s debut runway show in Paris, the ads explore the contrasting nuances of femininity, which set individual character over societal expectations of what it means to be a woman today.

Set against a white studio background, the campaign builds cumulatively to further this message: Maria’s Dior is a modern one and she’s showing her clientele that she understands their changing needs. In a nod to this, you won’t see Ruth or May wearing much makeup and vertigo-inducing heels are decidedly out. Instead, practical sneakers and chic slingback flats are paired with flowing skirts, cross-body bags, and tough leather jackets. Perhaps surprisingly, Chiuri’s standout ‚We Should All Be Feminists‘ slogan tees—the most Instagrammed look from the show—are nowhere to be seen.

Speaking in a statement from the house this morning, Lacombe said she was „very honored and grateful to have been chosen by Maria Grazia Chiuri to photograph her first collection for Dior.“ She added that that creative director „has a very clear idea about how women should be portrayed and looked at, which is a point of view that I share and understand. For the campaign she had decided on the models Ruth and May, twin sisters, with a particular feminine quality: delicate and solid, and of course with a strong bond as sisters. It made it very easy for me to relate to and to portray them.“

The Spring 2017 campaign is part of a wider body of work that’s slated to be rolled out by Chiuri over the coming year. Titled The Women Behind the Lens, the project will see an undisclosed number of female photographers share their own take on the creative director’s first Dior collection.


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createdAt:Thu, 30 Mar 2017 13:47:00 +0000