Dior Creative Director Maria Grazia Chiuri, in collaboration with photographer Brigitte Niedermair, presents an ad campaign for the fashion house’s Spring 2020 ready-to-wear collection. Chiuri and Niedermair need no gimmicks when the clothing is so exquisite, and wisely let the clothes speak for themselves.
Typically an ad campaign needs a narrative to draw in the consumer, and engage them through an emotional connection with a marketing story. In this instance however, the story is encapsulated within the design of the collection itself, and so the clothing is situated front and center (as it should be). An ode to Chiuri’s genius, the collection is a homage to gardens and herbaria, which are collections of preserved plant specimens used for scientific study. France is the home of the largest herbarium in the world, located at the Muséum National d’Histoire Naturelle in Paris, and so is a compelling inspiration for this ready-to-wear collection with its delicately embroidered wildflowers and straw hats. New images from the campaign released just in time for spring introduce shibori-inspired dyeing techniques, with gradient bags and jackets conscripting all colours of a summer sunset. Punctuated by couture accessories, Niedermair’s photographs are effective because they allow the clothes to tell their story, evoking the treasures of nature and the pleasures we discover through our experience of them.
Dior Women’s Creative Director | Maria Grazia Chiuri Photographer | Brigitte Niedermair Models | Selena Forrest, Ruth Bell Stylist | Isabelle Kountoure Hair | Olivier Schawalder Makeup | Peter Philips