Dior is going for a nostalgic Parisian mood with its new ads for Pre-Fall 2017. Starring brand ambassador Jennifer Lawrence, the film, titled “La Fille, Le Sac”, has a bohemian feel that harkens back to French New Wave cinema.
Fabien Baron, the creative director who helmed the campaign, briefly discussed the concept he and Maria Grazia Chiuri wanted for the ads earlier this month.
“She wanted Jennifer to be closer to who she is as a person. She wanted Jennifer to be personal. She wanted it more relaxed—easier—and she wanted a little bit less than what we had done before,” he told FU’s Ashley W. Simpson. “I have to say, I think we succeeded in doing that. I feel like when Maria Grazia does something, she has a broad stroke. She’s very approachable as a person. She’s very friendly. I think that shows in her work and it shows in what she’s trying to do at Dior.”
Lawrence, who was tapped when Raf Simons was still at the luxury label, has proven to be an ideal model for the brand in Chiuri’s tenure. The Italian designer has championed a woman-first, laid-back iteration of the house, both of which are imbued in the actress’ public image. The down-to-Earth Lawrence offers a different take on the brand when donning it on the red carpet and in campaigns.
“Fashion 20 years ago was reserved for a very sophisticated crowd. Today, fashion and making fashion, and being a part of the fashion industry have become more accessible,” Baron said later in his interview. “All the luxury brands want to get close to youth and pop culture. Now, they use pop culture to deliver their message.” This is a very modern message indeed.