UPDATE: Dior has just released its first coed campaign to mark the launch of Jonathan Anderson’s inaugural collection, featuring prominent figures like Greta Lee and Sunday Rose, daughter of Nicole Kidman. The campaign, shot by renowned photographer David Sims, includes an impressive lineup of talent such as football star Kylian Mbappé, actor Louis Garrel, and new ambassador Paul Kircher.
This visually striking campaign represents a significant shift in Dior’s branding strategy since Anderson was appointed as the brand’s eighth couturier last June. The images showcase a vibrant mix of styles, emphasizing a liberated approach to fashion as the brand aims to resonate with a contemporary audience. “The Dior clique embraces a liberated sense of style,” a spokesperson for Dior stated.
The campaign features both color and black-and-white images, highlighting Anderson’s fresh takes on wardrobe essentials from denim to elegant evening gowns. “I want people to be transversal within the store. It’s about playing with clothing,” Anderson explained, signaling a new direction for Dior’s collections.
Among the highlights are images of Sunday Rose, who made her runway debut at Miu Miu in October 2024 and walked in Dior’s show shortly thereafter. The 17-year-old is seen lounging on a Louis XVI-style settee, adorned in sheer evening gowns and eye-catching footwear adorned with bows—an emerging signature of Anderson’s designs.
Actors Greta Lee and Paul Kircher are seen in the campaign wearing standout pieces that reference the rich history of the Dior archives. Kircher, known for his roles in critically acclaimed films, sports a modern twist on the iconic Bar jacket and cargo shorts inspired by the 1948 Delft dress. Anderson praised Kircher, stating, “He perfectly captures the Dior I’ve been dreaming toward: elegant yet youthful.”
The campaign also showcases Kylian Mbappé, whose approach to fashion combines strength and gentleness, captured poignantly through Sims’ lens. “Kylian’s humility brings a softness to every frame,” Anderson noted, emphasizing the star’s rare ability to connect with the audience through his style.
In addition to the human element, the campaign offers a glimpse into Dior’s upcoming accessories, including reimagined versions of the Lady Dior and Book Tote bags, alongside new designs such as the Cigale and Diorly bags. This collection is set to hit stores on Friday, featuring various styles for both men and women.
Styled by Benjamin Bruno, who previously collaborated with Anderson at Loewe, the campaign is poised to make waves in the fashion world. The urgency of this announcement reflects Dior’s commitment to evolving its identity under Anderson’s creative vision, promising to captivate audiences and fashion enthusiasts alike.
As the campaign rolls out, fashion lovers are encouraged to keep an eye on the latest styles and accessories that will be available in stores, signaling a fresh chapter for Dior as it embraces a modern and inclusive approach to haute couture. The buzz surrounding this campaign is palpable, and it’s clear that Dior is ready to redefine its place in the fashion landscape.
