Dior 'Forever' 2025 Ad Campaign

Review of Dior ‘Forever’ 2025 Ad Campaign by Photographers Oliver Hadlee Pearch and Liz Collins with models Jisoo, Willow Smith & Anya Taylor-Joy

The Dior Forever campaign has no shortage of star power—Anya Taylor-Joy, Jisoo, and Willow Smith are each compelling muses in their own right. Yet the imagery, while beautifully lit and technically polished, feels oddly restrained. Shot by Oliver Hadlee Pearch and Liz Collins, the visuals align closely with the usual codes of luxury beauty: creamy beige backdrops, power blazers, a single product held close to perfect skin. It’s glossy, yes. But also glossy in the way that every other foundation campaign has been since the 2010s.

What’s missing is risk. With a cast this dynamic, the campaign could have embraced a more narrative, even cinematic approach—something that taps into the personalities behind the faces. Smith’s tattoos, Jisoo’s dual identity as pop idol and actress, Taylor-Joy’s ever-so-slight edge beneath the polish—all feel dialed down in favor of brand-safe composure. There’s an opportunity here to play more with contrast, intimacy, or even irony. This is Dior, after all—not a department store shelf.

Visually, the campaign orbits around sameness: same set, same pose, same palette. The trio is rarely seen interacting, which is a missed opportunity to craft a sense of story or chemistry between them. What could have been a meditation on individuality ends up feeling like parallel universes rendered in beige. If the aim was to show how one product works across skin tones and personalities, the execution leans too hard into uniformity to make that point compelling.

There’s a clear attempt to communicate sophistication and timelessness, which are core Dior values. But sophistication doesn’t have to mean static. This could have been a rare moment in beauty to break free from the tropes—a foundation campaign that breathes, flirts, or dares. Instead, it’s well-behaved beauty. That might be enough for the counter, but it leaves the story feeling unfinished.

Let the stars burn a little brighter next time. If Forever is the message, the campaign could use a little more life to make the moment last.