Following from Dior's Pre-Fall collection, inspired by New York in the 1960s, artistic director Maria Grazia Chiuri has once again teamed up with the photographer Brigitte Niedermair to create a pop-tastic campaign for the A/W 21 collection. Hot pink and yellow graphic backdrops stand in for Niedermair's typically sparse and subdued images, presenting a playful new Dior woman who is ready to let loose.
Outlined by acid tones reminiscent of the Pop art period in the 1960s, this season leopard print and metallics are a go for the Dior woman. A pretty fantastic silver metallic jumpsuit, a mini skirt complete with CD buttons, and driving gloves bring a modern flavour to the Dior wardrobe. The house Mizza leopard print also comes in abundance across shirts, coats, berets and slingback sandals, als giving a playful update to the Bar jacket. More house icons which find themselves transformed are the Dior Book Tote and Lady Dior Lite bags. Elsewhere, a navy monogrammed rain mac and visor cap encapsulate the campaign's play between the sophisticated heritage of Dior and something more mischievous. Silver platform sandals paired with white Dior socks, and a J'adore Paris t-shirt seen belted under a red leather jacket, are perfect for the Dior woman about town as city life starts to come back to life.
Conceived as an ode to joy, the campaign also celebrates the feminist values at the heart of Chiuri's Dior. Niedermair's work is centred on the agency of the female body, and Chiuri previously said in reference to their on-going collaboration:
'Brigitte, the thing I like the most about your photos is that in reality you define the shape, the object, the garment, the model, but you never give a reference model of woman, because in a certain sense it is abstract.'
Taking this a step further this season, models blur and multiply into identical versions of themselves in a light-hearted and playful campaign which will appeal to the Dior customer old and new.