Given its influential designs and architectural gems, Morocco has long held a special place in fashion. Former artistic director of Dior, Yves Saint Laurent, made Marrakech his second home in 1966, with the brand’s current Creative Director Maria Grazia Chiuri discovering a wealth of North African inspiration for Cruise 2020 decades later.
Chiuri, who innately believes that fashion should represent women of all backgrounds, has made multiculturalism central to her work at Dior. For Cruise 2020, Morocco called out to her, offering the possibility of discovering new artisan craftsmanship to weave into her collection. Captured elegantly by photographer (and campaign Artistic Director) Brigitte Niedermair against a backdrop that blooms with the African baobab tree, the clothing’s toile de jouy prints and textured surfaces come to life. The classic ‘Bar’ design also acts as a bridge between worlds, representing the work of Abidjan-based wax fabric producer Uniwax.
In partnership with such African artisans, the Dior Cruise 2020 collection is emblematic of what true creative collaboration can yield. Combined with other house codes like the the iconic saddlebag, reversible bob hats, and denim suiting, the Dior Cruise 2020 campaign is simultaneously a tribute to artisan collaboration, Chiuri’s unique creative vision, and the mission of the house to always uplift others in its pursuit of design excellence.