Dior unveils the advertising campaign for the 2020 Cruise collection by Maria Grazia Chiuri, designed as a true “common ground” (from the expression of feminist philosopher Naomi Zack) paying tribute to diversity and savoir-faire. Through her multicultural encounters, she celebrates the richness of crafts and fashion’s role as a unique network, inspired by countless places and times that give rise to a new vision.
As lensed by photographer Brigitte Niedermair – also the campaign’s Artistic Director –, 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. An extension of a precious, polyphonic, artistic dialogue with Africa, the campaign highlights the graphic power of Dior codes.
Camouflage motifs, wax* and embroideries combine poetically, 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, where the House icons are powerfully reinvented in a timeless, modern light.
* 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.