Dior Celebrates Diversity In New 2020 Cruise Campaign Designed By Maria Grazia Chiuri
Dior unveils the campaign for Maria Grazia Chiuri’s 2020 cruise collection, designed as a true “common ground*”, in tribute to diversity and savoir-faire.
Through her multicultural encounters, the Creative Director celebrates the richness of crafts; fashion being a unique network, inspired by countless places and times, that gives rise to a new vision.
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.
* From the expression of feminist philosopher Naomi Zack.
**Also Artistic Director of this campaign.
*** For this collection, Maria Grazia Chiuri extended an invitation to Grace Wales Bonner, the English designer of Jamaican
origin; the African-American artist Mickalene Thomas, the Moroccan women’s association Sumano and the Burkinabe couturier
Pathé’O to create exclusive pieces.
**** Accompanied by anthropologist Anne Grosfilley, Maria Grazia Chiuri collaborated with Uniwax’s factory and studio (in Ivory
Coast) to reinterpret two Dior codes – the toile de Jouy and tarot cards – by integrating them into a special wax edition with 100%
African production that offers exemplary traceability.
Credits: © Courtesy of Christian Dior Couture
