Review of Dior Fall 2024 Ad Campaign by Creative Director Margot Populaire with Photographer Sarah Jones with models Elodie Guipaud, Nayonikaa Shetty, Ying Ouyang and Matilde de Nard
Dior continues to rewrite sartorial and art history for the contemporary woman of luxury with its Fall 2024 campaign. The campaign sees the brand unite with creative director Margot Populaire while enlisting photographer Sarah Jones.
Populaire’s visual approach continues to develop the perspective that she brought to her Spring 2024 women’s campaign for the house, capturing a cast of young women – a kind of spiritual sisterhood – in impeccably composed interior shots rife with elegant detail. Blue velvet curtains frame leopard-print trench coats. Ornate banisters and molding echo the intricate detail of crystal-embellished dresses. The bold graphic character of hand-painted logos forms a striking contrast with intricate rugs and floral wallpaper.
The imagery hints at a distinct narrative while always leaving it open-ended, instead letting a subtle drama play out in the space between the characters, their clothing, and the intricate architectural and interior design elements. While indebted to Renaissance paintings and English literature, Jones’ photographic compositions never lay claim to any particular movement or moral direction, leaving it up to the viewer to fill in the lines of these luxurious scenes.
Steadily building on a historically inspired, contemporarily minded vision of femininity, Dior writes another beautiful chapter.
Dior Women’s Creative Director | Maria Grazia Chiuri
Creative Director | Margot Populaire
Photographer | Sarah Jones
Models | Elodie Guipaud, Nayonikaa Shetty, Ying Ouyang, and Matilde de Nard
Stylist | Elin Svahn
Hair | Olivier Schawalder
Makeup | Peter Philips