Dion Lee 'The Cage Chain' 2023 Ad Campaign

Review of Dion Lee ‘The Cage Chain’ 2023 Ad Campaign by Photographer Carlota Guerrero with model Lola Leon

Dion Lee’s latest ad is off the chain. Shot by photographer Carlota Guerrero, the campaign highlights one of the brand’s signature design motifs, “The Cage” chain, a distinct hardware design that appears across handbags, accessories, and ready-to-wear.

The chain takes on the starring role of the campaign alongside model (and daughter of Madonna) Lola Leon, where it comes to the fore through inventive set design and a minimalist photographic approach. In one image, bags with extra long chain straps hang from the ceiling forming a kind of sex swing in which Leon lasciviously reclines; in another image a bag descends from the ceiling to cover her crotch and perfectly complete her outfit.

The campaign is brilliant in the way it organically translates its design focus into a striking visual concept. With just two elements – model and product – the campaign develops a simple yet evocative statement that is sexy and sculptural. These are two core aspects central to Dion Lee, and this campaign forms one of the most direct and desirable expression of them yet.