Dior has launched a groundbreaking coed campaign to coincide with the debut of Jonathan Anderson’s first collections as the brand’s artistic director. The campaign features prominent figures including actress Greta Lee, football star Kylian Mbappé, actor and director Louis Garrel, and the newly appointed brand ambassador Paul Kircher, alongside Sunday Rose, the daughter of actress Nicole Kidman.
This campaign, photographed by David Sims, represents a significant shift in Dior’s visual identity, marking the most notable change since Anderson’s appointment in June 2023. The images, which blend color and black-and-white photography, aim to illustrate a liberated sense of style, as described by the brand. According to a statement shared with Women’s Wear Daily, “Style is how these individuals conduct themselves: the intuitive sense they have when their appearance feels right.”
The campaign emphasizes the interaction between men’s and women’s fashion, with Anderson stating, “I want people to be transversal within the store. It’s about playing with clothing.” This approach reflects a modern interpretation of classic wardrobe staples, from denim to lace evening gowns, and highlights Dior’s historical connection to the 18th century.
In the campaign, Sunday Rose, who made her runway debut at Miu Miu in October 2024, is featured alongside Kircher and Lee in various settings, including lounging on a Louis XVI-style settee. The campaign showcases a blend of elegance and youthfulness, a vision that Anderson has long aspired to achieve at Dior.
Among the standout pieces in the campaign are designs that reference the Dior archives, such as a version of the iconic Bar jacket in forest green Donegal tweed and cargo shorts inspired by the 1948 Delft dress. Kircher, known for his roles in critically acclaimed films like “Winter Boy,” embodies the essence of the modern Dior man. Anderson praised Kircher, noting, “He’s an incredible young talent who has an innate sense of style and charm.”
Kylian Mbappé lends his athletic appeal to the campaign, captured in a hotel setting that evokes intimacy and strength. Anderson remarked on Mbappé’s unique ability to convey gentleness, saying, “Kylian’s humility brings a softness to every frame.”
Garrel, who brings a quintessential French charm to the visuals, appears in various outfits including a classic gray flannel suit and a vibrant apple-green knitted cape. Anderson expressed his admiration for Garrel, describing him as “timeless but entirely contemporary,” and likened the campaign’s imagery to fleeting yet impactful moments one might encounter at a social gathering.
The campaign also highlights a selection of accessories set to hit store shelves, including reimagined versions of the Lady Dior bag and the Book Tote, which features embroidered covers of literary classics. Additional styles anticipated in upcoming collections include the Cigale, Crunchy, and Diorly bags.
Dior’s first drop, which includes a diverse range of shoes for both women and men, launches on September 15, 2024. The collection features designs such as the Initials, Aurore, Bow, and Muse for women, alongside options for men like the Roadie and Saltwind.
The campaign was styled by Benjamin Bruno, a longtime collaborator of Anderson’s, with makeup by Yadim Carranza and hair styling by Guido Palau. The innovative direction of this campaign not only showcases Dior’s commitment to evolving fashion but also sets a new standard for coed presentations in the industry.
