A FINE LENS: Dior has once again turned to a fine arts photographer for its seasonal ad campaign.
Sarah Jones, known for her contemplative large-scale color photographs of subjects such as empty therapists’ couches, trained her eye on Maria Grazia Chiuri’s fall collection, which was inspired by the Miss Dior ready-to-wear line launched in 1967 at the height of the Sexual Revolution.
“At the convergence of past, present and future, day and night, the pictures suggest a timeless moment, a prodigious field of possibilities. Fusing couture spirit and functionality, the models compose an ode to the inventive effervescence of the 1960s,” the brand said.
It marks the first time the British artist, whose images have been described as existentialist for their no-frills approach, has lensed ads for Dior. The brand had tapped Tina Barney for its spring campaign, in a continuation of Chiuri’s policy of working exclusively with female photographers.
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Models Elodie Guipaud, Nayonikaa Shetty, Ying Ouyang and Matilde de Nard are portrayed in domestic settings in a cinematic light that flattens the subjects, giving the portraits a staged aspect.
They pose in items including a micro leopard print coat; a faded denim jacket, and a trenchcoat printed with a graffiti-style Miss Dior logo.
Accessories include Lady Dior and Dior Groove handbags in a Graphic Cannage motif, a stylized take on the brand’s signature cannage pattern, and VeryDior M1I sunglasses that double as headbands.
Margot Populaire provided the creative direction for the campaign, which will break in print on Thursday. It was styled by Elin Svahn, with Peter Philips in charge of makeup and Olivier Schawalder doing hair.
Jones is represented by Maureen Paley in London and Anton Kern Gallery in New York.
