Dior High Jewelry Spring 2025 Ad Campaign

Review of Dior High Jewelry Spring 2025 Ad Campaign by Creative Director Victoire de Castellane and Photographer Mario Sorrenti with model Charlize Theron

For the first time in its history, Dior names a face for its high jewelry collections, enlisting longtime collaborator Charlize Theron in a new campaign photographed by Mario Sorrenti. The appointment marks a notable shift for the house’s most exclusive offering, directed by Victoire de Castellane, who has helmed the jewelry division for 25 years. Set to launch in May, the campaign positions Theron as a visual embodiment of the house’s evolving definition of bold femininity.

The imagery is intimate yet restrained, favoring close, sculptural framing that highlights both the intricate craftsmanship of the pieces and Theron’s established star power. The Milly Dentelle Couture Fleurie set, with its lattice of rose gold and scattered diamonds, reads like delicate armor—ornamental yet assertive. Meanwhile, the Forêt Glacée Bleu set from the Diorama collection blends winter mythology with meticulous gemwork, depicting foxes in sapphire-dusted landscapes. There is an undeniable technical rigor to de Castellane’s work here, rendered with an almost cinematic coolness in Sorrenti’s lens.

Yet, despite the craftsmanship and the legacy behind it, the campaign maintains a calculated distance. Theron brings gravitas, but her presence is so polished, so perfectly poised, that the pieces never fully transcend their status as luxury objects. Emotion is subdued, and storytelling remains minimal. For a debut campaign of this kind, one might have expected a touch more narrative boldness or visual experimentation—especially given de Castellane’s often whimsical, surrealist leanings in past collections.

Still, Dior’s high jewelry debut into ambassador-led imagery signals a quiet rebranding—a subtle move toward greater visibility without sacrificing control. If this is the house dipping a toe into new waters, it does so with deliberation, elegance, and a firm grip on legacy.