Dior Spring 2025 Ad Campaign

Review of Dior Spring 2025 Ad Campaign by Creative Director Margot Populaire and Photographer Sarah Jones with models Ali Dansky, Claudia Campana, Lilli Ostendarp, Xiuli Jiang

Dior trades athletic liberation for neoclassical romance with its Spring 2025 campaign. The campaign sees the brand reunite with creative director Margot Populaire and photographer Sarah Jones.

Jones’ imagery captures a cast of Dior muses on a stage set that romantically recalls a quintessentially neoclassical Parisian park at dusk – a nod to the origins of the Olympics in ancient Greece and their recent presence in Paris, which the brand fully leaned into. As the deep blue sky fades into night, the athletic angles of the sports-inspired collection cut striking yet dreamy silhouettes against the ivy-laden columns, reflecting pool, and gravel path overhung by a melancholic magnolia tree.

Staged amid the height of the intersection between fashion and sport that exploded against the backdrop of the Paris Olympics, Maria Grazia Chiuri’s Spring 2025 runway show featured a special appearance by artist and competitive archer Sofia Ginevra Giannì (who even carried her bow), embodying the collection’s exploration of the liberation of women’s bodies through design and through sport. It’s thus a surprising decision – and perhaps a bit of a missed opportunity – that the brand didn’t lean further into this timelessly relevant theme. There is certainly a hint of Ancient Greece, with the stoic attitudes of the characters recalling a statue of Athena and the reflecting pool subtly suggesting the myth of Narcissus. This is an exciting direction, and it might have been a welcome decision to further explore this narrative: a few additional set design choices, like Greek columns or sculpture, or a more direct reference to myth and neoclassical motifs might have helped this campaign to be a real bullseye.

Nonetheless, the Dior woman always embodies wisdom and grace, and the campaign does bring those qualities delicately to life.