Dior showcases historic portraits with fall ad campaign – WWD


PORTRAIT GALLERY: Dior’s fall campaign is inspired by its runway backdrop in Paris, an artwork by Mariella Bettineschi titled “The Next Era.”

In Brigitte Niedermair’s photographs, the models echo poses borrowed from the gallery of historical female portraits that underlie Bettineschi’s work, which questions the gaze that has conditioned women through the ages.

The Dior fall 2022 ready-to-wear campaign.

Brigitte Niedermair/Courtesy of Dior

Sofia Steinberg, Maryel Uchida, Philyne Mercedes and América González appear against a stylized red background in the images, like figures in a cabinet of curiosities. Steinberg wears a Bar jacket with a quilted liner developed in collaboration with D-Air Lab, a start-up that produces protective gear.

“These images, which symbolize power, strength and passion, are an ode to Dior’s inventiveness, linking past, present and future,” the brand said in a statement.

The Dior fall 2022 ready-to-wear campaign.

The Dior fall 2022 ready-to-wear campaign.

Brigitte Niedermair/Courtesy of Dior

Accessories featured include Dior Bobby, Lady Dior and Lady D-Joy bags. The campaign was directed by Niedermair, who also directed the accompanying film. It was styled by Elin Svahn, with Peter Philips doing makeup and Damien Boissinot 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.

Niedermair recently shot the spring 2022 and fall 2021 campaigns for the French luxury house.


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