When Dior Does Florals, It Really Is Groundbreaking

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Ever since she took over the reins at Dior, Maria Grazia Chiuri has been committed to conveying a deeper message through her shows. The Spring/Summer 2020 set, however, took unexpected to the next level. Owing to the central theme of the collection – nature – 164 trees sourced from nurseries in France, Germany, and Italy were used to transform the Dior runway into a forest. No, it wasn’t just a visual spectacle created to wow fashion week attendees.

DIOR SPRING SUMMER 2020_CAMPAIGN_©Brigitte Niedermair_8
Photo: Courtesy of Brigitte Niedermair

Working with Paris-based environmental design collective Coloco, Chiuri showed us how set design can double as an environmental project. With the trees from the show planted around Paris after the fact, she pointed out that biodiversity is the way forward if we are to fight the environmental crisis that we’re facing.

Another source of inspiration for the creative head was Catherine Dior, sister of Christian Dior. Archival photographs of this avid gardener is why functionality and elegant silhouettes are at the heart of this collection. It’s no surprise, then, that the Spring/Summer 2020 campaign revolves around the Dior woman of today, who is passionate about nature.

DIOR SPRING SUMMER 2020_CAMPAIGN_©Brigitte Niedermair_8
Photo: Courtesy of Brigitte Niedermair

Leave it to the talented Brigitte Niedermair to capture the essence of this collection in a video of only 30 seconds. A subtle 3D printed wall makes the perfect backdrop as two models sporting key looks embody Chiuri’s vision of contemporary gardeners. A play of gentle gestures sets a feminine yet empowering tone, with the models coming together to help each other flourish – much like the flora and fauna that cannot survive in the wild without one another. Staying true to the heritage of the label, the collection reimagines house icons like the ‘J’adior’ pumps and ‘Lady Dior’ bag. As the campaign images focus on these new iterations, the message is loud and clear: the new Dior woman may be rooted in heritage, but she’s here to embrace change.

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