Dior: THE CRUISE 2020 CAMPAIGN
As lensed by photographer Brigitte Niedermair, Dior creations reveal all their magnetic essence. Worn in particular by the models Ruth Bell, Adesuwa Aighewi and Ana Barbosa, they are an ode to pluralistic femininity. With refined staging verging on monochrome, each shot blossoms into a painting illuminated by the silhouettes’ hypnotic beauty. This collection tells, through traditions and cultures, to what extent techniques, gestures and images belong to a collective memory, a shared heritage. It is enriched and animated with a journey across the African continent through various creative collaborations initiated by Maria Grazia Chiuri. An extension of this precious artistic and polyphonic dialogue, this campaign highlights the graphic power of Dior codes.
Camouflage motifs, wax – the fabric of diversity and freedom – lace, cashmere jacquard, mottled jacquard, silk, shantung or embroideries, in shades of sand, indigo blue or burnt red ochre, are combined with poetry, and bodies seem to merge with the décor. Revealing the strength of Nature embodied in the tree of life – the baobab tree, a symbol of eternity – these creations create a common territory that is open to all possibilities.
The Bar suit, the House’s virtuoso emblem, reinvented in wax – in a special Christian Dior – Uniwax edition – serves as an echo to the elegance of a backdrop imprinted with the imaginings of Dior and Africa. Delicate reversible bob hats, notably clad in the iconic Dior Oblique canvas, complete this contemporary grace while the 30 Montaigne bag is boldly displayed behind a denim suit.
Brigitte Niedermair’s unique look makes the eternal and astonishing modernity of Dior icons shine more brightly than ever.
