DREAM DENIM
THE DIOR LEGACY Dior had a big dream, he wanted to create something under his own name, and so, the 41-year-old Christian Dior started his own company and career. Thus, on 16 December 1946, the house of Christian Dior was founded at the now legendary address of 30 Avenue Montaigne, Paris. Dior’s creations presented a newfound glamour that the post-war society was longing for. The collection was given the iconic name “New Look”, and a new chapter was cemented in the history of fashion. Dior gave back glamour and beauty to women starved of both during the war. He made it possible for all women to be fashionable.
WILLY MAYWALD / ADAGP, PARIS/VISCOPY
CHRISTIAN DIOR AT HOUSE OF DIOR’S HEADQUARTERS ON 30 AVENUE MONTAIGNE IN PARIS.
MARIA GRAZIA CHIURI In late 2016, Maria Grazia Chiuri, an Italian and part of the design duo at Valentino with Pierpaolo Piccioli, was named artistic director of Dior. Her first move at Dior was to hire female photographers, because, she says, “fashion campaigns are mostly done by male photographers—and I think it’s completely different, the way that women look at other women. If Dior hs to speak about femininity, I want to hire women to look at femininity. Chiuri says. “I want to share this platform with other women so that people can also listen to their voices.”
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PHOTOGRAPHY BY MATTEO MONTANARI
ANYA TAYLOR-JOY IN COLOUR
Actress, Model and occasionly a retro superstar, Anya Taylor-Joy is in no way short of talent. This is why Dior has chosen her as new brand ambassdor. As she has worked with our Head Creative Director, Maria Grazia Chiuri, and as a House friend, Anya fits in perfectly at Dior.
ANYA + DIOR
AFP VIA GETTY IMAGES / ARIS MESSINIS
Anya Taylor-Joy is a perfect fit to become Dior’s new Brand Ambassador. She represents the new, modern feminist, with elegance, style and charm. She also has history with Dior. Anya Taylor-Joy attended Dior’s Cruise 2022 show today in Athens, Greece dressed appropriately for the occasion. Arriving with her braided hair wrapped around her head, suggesting something of a crown effect, she certainly looked like a Greek goddess. Her dress, Dior of course, was a shimmering, sheer champagne number that seemed fit to wear atop Mount Olympus itself. It’s the kind of outfit that would leave someone making offerings to Euphrosyne, the Greek goddess of, well, joy.
PHOTOGRAPHY BY MATTEO MONTANARI
THE NEW LOOK IS DENIM. The original new look has been an enormous inspiration for the garment, the silhouette and the styling. This campaign has the objective of creating a modern take on the new look by our founder Christian Dior. The photoshoot has direct influence from the 70s, more specifically the popart movement, inspiring the crisp colour-blocking and pop of red on the lips. This campaign is the embodiment of bringing old fashion back, for the new generations.
DREAM DENIM It’s Dior this year! They were trending with the Saddle Bags that were seen everywhere, and now it’s with their belts, shoes and
more, including denim! If you love plain jeans, they have selvedge raw indigo, a nice white, and even flared and boyfriend
PHOTOGRAPHY BY TEGAN WHITTAKER
fits for easy to wear options, but if you want to make a statement, you can of course go for the cargo jeans in tie-dye.
DREAM DIOR, FOR ALL.
The garment featured is apart of the new “Dream Dior Denim” line, made specicfically for young adults, and people who love to dress up clothes that are stereotypically dressed down. Dior presents a fresh new look, inspired by the Dior archives, and the 70s to inspire young people, with old fashion, for new intentions.
WHAT ELSE? The advertising items and marketing that have been developed for this campaign are directly inspired by the Dior Denim photoshoot, which features vibrant red lips. Dior has used this as a way to present a limited edition “Dior Dream Lipstick” to go perfectly with Dior Denim. The purchase bag given to customers also features red lips, to catch the eye of people that might pass by a recent Dior Denim customer, inspiring them to go to Dior.