#TheWomenBehindTheLens Dior 2017 Campaign Unveils Female Visionaries Behind the Brand
BY BRENNA O’DONNELL & MARISSA TOZZI
We’re inspired to see how the “girl power” movement is the heart of Dior’s Spring ’17 campaign. Upon being selected as Dior’s very first female art director, Maria Grazia Chiuri re-directed the attention of her token role to focusing on liberation and female empowerment. The Spring 2017 collection is her first line as art director, and already she has set a powerful feminist precedent for the Dior brand moving forward.
Expressed through unique compilations captured by eight renowned female photographers, each represents the collection in a series of images that highlights each visionary’s creative interpretation of Dior SS’17.
Dior asked photographers Brigitte Lacombe, Brigitte Niedermair, Janette Beckman, Bettina Rheims, Nan Goldin, and Maripol to bring their own personal take on the collection. Lacombe focused more on authentic relationships and deep emotion, while Niedermair was inspired by art and the unknown. Beckman enjoyed the recognition of each contributing force within the industry as Bettina Rheims fixated on the modern Dior woman. Nan Goldin portrayed the intimacy of united women through candid shots, while Maripol captured the closeness between girls through Polaroids. No matter their inspiration or technique, each photographer is passionate and proud to be empowering women through working with this campaign.
Dior released the campaign in a cadence so that each photographer’s work can be taken in and appreciated individually, a smart move that gives each photo collection the platform and time it deserves. By having multiple people photograph the same collection, the clothes are depicted through different perspectives thereby giving more versatility to the brand, and showing the public different facets of Dior.
The Women Behind the Lens campaign is a continuation of Dior’s #TheWomenBehindMyDress, a social media campaign that launched just before Dior’s September fashion show to introduce the women who designed, inspired, and modeled the pieces worn on the runway. In both cases, Dior pulls back their curtains to ensure female visionaries are represented in their art as well as their success.
Dior has made it clear that not only are they rooting for talented women in the fashion industry, but they also make a point of showing these artists to the public.