Dior '30 Avenue Montaigne' 2022 Ad Campaign

Review of Dior ’30 Avenue Montaigne’ 2022 Ad Campaign by Creative Director Maria Grazia Chiuri with Photographer Tim Walker

Balancing a unique synthesis of literal storefront marketing and narrative storytelling, Dior shares a new campaign captured by photographer Tim Walker in celebration of its recently renovated 30 Avenue Montaigne flagship.

Imagined as a sort of theatrical stage across which the narrative of the house, both its history, present, and future, can play out, the minimal and modern space is populated by a few simple visual elements drawn from Dior’s history – most notably Christian Dior’s Medallion chair – created in collaboration with artist Penny Slinger. Subtly contrasting with the sense of modernity are black-and-white photographs that retrace the history of the location since the house’s iconic founder started working there in 1946.

Modeled by familiar faces who have appeared in many of the house’s recent campaigns and shows, creative director Maria Grazi Chiuri’s modern reimaginings of Dior’s legendary signature designs, such as the bar jacket, communicate with the architecture and spatial presence of the location. All together, the images create a dreamy blend of history and fantasy that feel quintessentially Dior.

The campaign is a very smart way to further leverage the thinking that went into reimagining the iconic flagship location and artfully bring its legendary narrative into a wider, more accessible and interactive digital platform. While Dior’s contemporary designs are excellent, the house’s story is just as much a part of the identity and experience of the brand, and an asset to be utilized and celebrated.