The incorporation of Maria Grazia Chiuri to the creative direction of Dior was a real revolution, not only of the figure of the woman, but of a change of direction in the style of one of the firms most classic of the fashion luxury sector. For several seasons, the fashion shows of Dior have been in charge of translating the essence and inspiration of each collection through authentic shows in which fashion interacts with other artistic disciplines such as painting, music, dance or literature.
With the aim of bringing the firm to a new audience millennial, Dior has partnered with some of the leaders of style most important in the world, and with that has succeeded to gain popularity in social networks. After the occurrence of Chiara Ferragni with his viral wedding dress designed by Chiuri, the French firm has counted with the collaboration of J
ennifer Lawrence that has become the new image to promote the latest collection cruise, directed by the popular Dutch photographer Vivane Sassen.
The actress, who has returned to repeat as the image of the French firm after starring in the ad for her latest perfume – Joy –, stars in the new campaign that shows the sophisticated clothes designed by Chiuri collection cruise, 2019. The firm, which has shown pictures and videos through its account of Instagram, has recreated a scenario dominated by blocks of cement emplaced in the open air, in a field full of horses.
The appearance of the horses is not a random selection, but also transmit the issues that led to Chiuri want to represent the sport practice women of the rodeo mexican, who executed choreographed movements with horses. During the parade, the creative director of the firm wanted to show the figure of the amazon mexican, which appeared on the backs of their horses to show their art at the same time as the models walked down the catwalk that recreated an authentic rodeo.
In each of the images, Lawrence appears with various designs that alternate the popular dresses with ruffles and transparencies through the tulle, with sophisticated and jackets designed with prints, abstract, american, or blazers monochromatic and the new bags from the collection reinvented classic pieces as the Lady Dior or the viral Saddle Bag. Chiuri took the aesthetics of the riding to create a line of clothing and accessories featuring two-piece outfits, dresses or outfits with skirts midi and corsets that mixed the classic patterns of the firm and a French-style.
The creative director of Dior took the reins of the firm to convey a feminist discourse through fashion. For Chiuri the design is not only based on the creation of new clothing and trends, but that the collections serve as a speaker to represent groups such as the amazons, mexican or as a space to reflect on the role of women in the art world. After his debut with a collection orchestrated by the feminist discourse of Chimamanda Ngozithe designer has traveled by different disciplines, figures and historical moments like the woman in the 60’s, the amazon mexican or the female dance in his last parade.