Dior’s Cruise 2020 Campaign Is An All-Blue Celebration of a Cultural “Common Ground”
We’d never let the weather dictate our lives – it might be freezing outside, but we’re out for a cruise. And instead of Jane McDonald, we’re going cruising with Maria Grazia Chiuri. Set in Marrakesh, Morroco, the show for Chiuri’s resort 2020 show was inspired and narrated from the perspective of a cultural “common ground,” as defined by the feminist philosopher Naomi Zack. The collection paid a tribute to diversity and savoir-faire of the African continent, and tackled important topics of a global togetherness set within our industry. For the collection’s campaign, photographer Brigitte Niedermair, who is also the campaign’s Artistic Director, captured a model cast of Dior favourites including Ruth Bell, Adesuwa Aighewi and Ana Barbosa, in an ode to pluralistic femininity.
The focus is on the richness of textiles which is synonymous with the African continent – rich camouflage motifs, wax fabrics (created in collaboration with anthropologist Anne Grosfilley and the Uniwax factory in Ivory Coast) and embroideries, are all joining the past, the present and the future of both Dior as a brand and the world we live in. In place of a Moroccan desert, the studio backdrop plays into 50 shades of blue, forming the landscapes that are also seen in the garments. Without the fear of motion sickness, this is the chicest cruise we’ve ever seen…
Photographs by Brigitte Niedermair.