Dior channels pop art vibes with colorful spring ad campaign – WWD


POP-ART: Dior has reconnected with photographer Brigitte Niedermair for its spring 2022 campaign, inspired by the pop universe of Italian artist Anna Paparatti.

A favorite of womenswear designer Maria Grazia Chiuri, Niedermair has photographed a series of campaigns for the French luxury house, most recently its fall 2021 adverts and the new “J’adore J’adore” fragrance campaign. .

The Dior spring 2022 campaign.
Brigitte Niedermair/Courtesy of Dior

For spring, she captured models Sofia Steinberg, Maryel Uchida, Sculy Meija and Naomi Dioh against graphic backdrops to match the decor of Chiuri’s fashion show last September: a 60s nightclub based on the painting from Paparatti’s 1964 “The Game of Nonsense”.

The wardrobe features bold color blocks in shades of yellow, green, pink and orange. Outfits are inspired by former Dior designer Marc Bohan’s Slim Look collection, presented in 1961, and some looks feature oversized prints of exotic animals, borrowed from the house’s signature Toile de Jouy and puffed up to abstract proportions. .

The Dior spring 2022 campaign.

The Dior spring 2022 campaign.
Brigitte Niedermair/Courtesy of Dior

Accessories featured include pieces from the athletic-inspired Dior Vibe collection and micro versions of the Lady Dior handbag. The campaign was directed by Niedermair, with Fabien Baron directing the accompanying film. It was styled by Elin Svahn, with Peter Philips in charge of makeup and Olivier Schawader doing hair.

Since taking over as artistic director of Dior’s women’s collections in 2016, Maria Grazia Chiuri has made a point of working with female photographers. The resulting images were sampled from “Her Dior: Maria Grazia Chiuri’s New Voice,” a book published by Rizzoli New York last year.


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