Dior has unveiled the advertising campaign for the upcoming Spring/Summer 2017 season, the first ready-to-wear line by the newcreative director, Maria Grazia Chiuri.
As the first female at the design helm of the French luxury label, and a rare one in an industry that has long been dominated by men, the Italian designer's feminist values played a key role in the project, designed by, with, and for women.
As a refresher, Dior's Spring/Summer 2017 presentation during Paris Fashion Week showcased a collection of pieces that imbued Chiuri's feminist viewpoints, shifting between sportswear inspirations – notably from the world of fencing – and romantic, sensual silhouettes.
It was her call for women's equality, with a collection by women for women, with an approach that is "attentive to the world and to create fashion that resembles the women of today. Fashion that corresponds to their changing needs, freed from the stereotypical categories of 'masculine/feminine,' 'young/not so young,' 'reason/emotion,' which nonetheless also happens to be complementary aspects."
Highlighting this philosophy was a plain white T-shirt declaring, "We should all be feminists. Another would later carry the slogan, "Dior(e)volution," hinting at the change of guard at the 70 year-old label."I am introducing a completely different point of view because I am a woman," Chiuri had declared.
The campaign for the accompanying collection thus puts Dior femininity firmly in the spotlight. Lensed by French photographer Brigitte Lacombe, known for her intimate celebrity portraits, the visuals see two female models take centrestage.
Ruth Bell – who opened the runway show in September – stars alongside her twin, May Bell. The two sisters, both with their own distinct styles, illustrate the multi-faceted beauty of the modern woman.
They can be seen sporting an embroidered tulle dress, a tailored suit and an ensemble inspired by fencing.
Brigitte Lacombe describes the experience working on the campaign and in particular Chiuri as "strong, direct, open and generous. [She has] a very clear idea about how women should be portrayed and looked at, which is a point of view that I share and understand."
The Spring/Summer 2017 campaign forms part of a wider project called "The Woman Behind the Lens," which will see photographs taken exclusively by women delivering their personal vision of the collection. More details to follow soon.