Dior Spring 2025 Ad Campaign

Review of Dior Spring 2025 Ad Campaign by Creative Director Margot Populaire and Photographer Sarah Jones with models Ali Dansky, Claudia Campana, Lilli Ostendarp, Xiuli Jiang

Dior trades athletic liberation for neoclassical romance with its Spring 2025 campaign. The campaign sees the brand reunite with creative director Margot Populaire and photographer Sarah Jones.

Jones’ imagery captures a cast of Dior muses on a stage set that romantically recalls a quintessentially neoclassical Parisian park at dusk. As the deep blue sky fades into night, the athletic angles of the sports-inspired collection cut striking yet dreamy silhouettes against the ivy-laden columns, reflecting pool, and gravel path overhung by a melancholic magnolia tree.

Staged amid the height of the intersection between fashion and sport that exploded against the backdrop of the Paris Olympics, Maria Grazia Chiuri’s Spring 2025 runway show featured a special appearance by artist and competitive archer Sofia Ginevra Giannì (who even carried her bow), embodying the collection’s exploration of the liberation of women’s bodies through design and through sport. It’s thus a surprising decision – and perhaps a bit of a missed opportunity – that the brand didn’t lean further into this relevant theme and create a deeper sense of athleticism and emotional narrative for the campaign. While the imagery itself is strong and showcases the athletic elegance of the collection, the simple and romantic stage setting could have accompanied any collection. Such a theme could have created any number of exciting conceptual avenues, so though the imagery is beautiful and on brand, it doesn’t quite hit a bullseye.