Dior Spring 2024 Ad Campaign

Review of Dior Spring 2024 Ad Campaign by Creative Director Margot Populaire and Photographer Tina Barney with models Alice McGrath, Rosanna Ovalles

Dior draws on literary and art history for its Spring 2024 campaign, synthesizing a world of artful empowerment. The campaign features creative direction from Margot Populaire and photography by Tina Barney.

In designing this season’s collection, creative director Maria Grazia Chiuri brought a new spirit of subtle deconstruction and reimagination to both house signatures and ostensibly timeless codes of French feminine dressing, quietly revealing a progressive new character of poise and strength.

The campaign imagery undertakes a similarly subtle reconsideration of historic codes. Barney’s painterly compositions find her diverse cast of models in an elegant interior that references Victorian and neo-Baroque styles. Though these scenes seem simple at first, considered set design carefully places historic artworks, the collection’s star bags, photographs, and everyday objects like glassware or an orange to create subtle environmental storytelling. These narratives remain open-ended, but a strong feeling of character and direction emerges, giving the sense of a contemporary feminist retelling of a Jane Austen novel.

The rich visuals and strong sense of narrative feel very Dior, but as the house’s last two major women’s seasonal campaigns opted for a kind of safe minimalism, it’s also a welcome revitalization of the historic house’s knack for empowered storytelling through clothes. Maria Grazia Chiuri and her creative team beautifully draw on history to draw us into a rich contemporary narrative of feminine empowerment.