After presenting its Resort 2020 collection in Marrakech, creative director Maria Grazia Chiuri of Dior introduces a new campaign designed as a “common ground”, in tribute to diversity and savoir-faire. The collection tells tales of traditions and cultures while celebrating diversity, individuality, and pluralistic femininity through an animated video lensed by photographer Brigitte Niedermair with models Ruth Bell, Adesuwa Aighewi and Ana Barbosa.
The series of fabrics and patterns are combined to second the message of inclusivity, diversity and freedom. Camouflage motifs, lace, cashmere jacquard, silk shantung embroideries and Toile du Jouy motifs are reinterpreted with wax print crafted in the Ivory Coast city of Abidjan by a studio named Uniwax. In addition, the dreamy collection features a bevy of robes, pattern-heavy tops, and dresses. Standout pieces include newly designed Book Totes and Saddle Bags. Elegant reversible bucket hats in various contrasting patterns like camouflage print against Dior’s signature Dior Oblique monogram canvas.
Dior Cruise 2020 Collection Video
Photographer Brigitte Niedermair’s video using a poetic animation of still images for Dior is an ode to pluralistic femininity. The graphically powerful staging showcases two universes and how they combine and merge to create a common ground and symbolises the imaginary crossroads between Chiuri and Africa.