'Dioramour' Fall 2021 Ad Campaign

Review of Dior ‘Dioramour’ Capsule Collection Fall 2021 Ad Campaign by Director Fabien Baron and Photographer Sarah Blais with models Sofia Steinberg and Maryel Uchida

In celebration of the new Dioramour capsule collection, Dior shares a campaign that embodies the hypnotic thrill of romance. The campaign features direction by Fabien Baron and photography by Sarah Blais.

Creative director Maria Grazia Chiuri’s new Dioramour capsule collection is inspired by vintage romance and fairy tales. Executed in a consistent color scheme of black, white, and red, the capsule makes heavy use of chessboard and heart patterns. A thread of 50’s style runs throughout, which can be felt in the cardigans, long high-waisted skirts, and flare-cut dresses. The makeup and accessories styling also mixes in just a bit of 80’s goth, which we always love to see. But this antique inspo is seen through a distinctly modern lens, making for a vision of femininity that feels romantic and flirty, but also independent and confident.

Baron and Blais’ campaign imagery playfully leans further into the chessboard visual motif, drawing out the Alice in Wonderland reference by situating the models in a life-size, trompe-l’oeil game of chess. The collision of patterns creates a striking visual rhythm, and the setting feels like a fantastical world all its own.

The film uses quick, energetic cinematography to channel the thrilling but chaotic rush of emotions that accompany falling in love. A heady hit of rock-and-roll guitar makes a nice accompaniment for our muses’ bewitching gaze.

The campaign does excellent work to precisely translate the spirit of a fun and focused collection out into an entrancing visual world.

Dior Creative Director | Maria Grazia Chiuri 
Film Director | Fabien Baron
Photographer | Sarah Blais
Models | Sofia Steinberg and Maryel Uchida