Review of Dior Lunar New Year 2025 Ad Campaign by Creative Director Maria Grazia Chiuri and Photographer Agnes Lloyd-Platt
Dior looks to the stars with the campaign for its Lunar New Year 2025 capsule, lensed by photographer Agnes Lloyd-Platt.
Maria Grazia Chiuri’s vision for the capsule draws on Dior’s recurring theme of divination and astrology – a mystic and aspirational look to the stars. Picking up on this motif, Lloyd-Platt’s portraits make use of theatrical scrims and starry projections to transform a shadowy and abstract stage-like space into a darkly romantic dreamworld. The accompanying short film deepens the mood with an atmospheric and magical soundtrack.
As Lunar New Year capsules and campaigns can often revolve around the same view visual motifs, Dior is smart to set its sights on a lesser-seen aspect that is still a central part of the tradition, that of astrology – especially one that is connected to the house’s history; the brand pointed out in its release of the campaign that Christian Dior himself was fascinated with “the divinatory arts.”
At once accessible yet theatrical and spellbinding, the campaign nicely extends the magical aspect of the capsule, peering forward into the new year as if into a crystal ball and seeing what wonders may await.
Dior Creative Director | Maria Grazia Chiuri
Photographer | Agnes Lloyd-Platt