Dior has long been known for its gorgeous imagery, and the French fashion house’s latest campaign is no exception. For its Spring/Summer 2021 campaign, the brand has tapped Bulgarian photographer Elina Kechicheva to take it way, way back with a stunning series of painterly images inspired by the Old Masters.
In the images, models pose in lush, over-the-top settings that look almost exactly like Renaissance and Baroque-era paintings; but look closely and you’ll see a Dior tote bag tucked into that dinner scene. In another photo, they stand together wearing delicate Grecian-inspired gowns in saturated shades of emerald, pink, and sapphire. We see them hanging out draped in luxurious blue fabric, snacking on fruit, and admiring each other’s Dior ensembles and accessories.
Much like the chiaroscuro painting technique, the photos show off Kechicheva’s masterful use of light and texture, making them look like classic paintings come to life. In fact, the entire spring campaign is inspired by art. Dior’s creative director Maria Grazia Chiuri has long been vocal about incorporating elements of art, feminism, and female power into her pieces and collections. “Celebrating excellence in savoir-faire and creation in all its forms — from Virginia Woolf’s feminist essays to militant collages by Lucia Marcucci that enhanced the staging of the show — the collection is captured in a campaign brimming with the unique power of painting,” Dior shared in a statement to WWD.
WWD also notes that the new campaign is a departure from the previously minimal and spare campaign imagery; the brand changed things up with the launch of their resort collection. Dior signaled a new vibe was coming, and as you can see, it’s totally gorgeous. Who wants to take a trip to the (virtual) art museum?
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