For his first ad campaign for Dior, Raf Simons went a surrealist route with models Daria Strokous, Anna Martynova, Diane Conterato, Nicole Pollard and Marie Piovesan for the Spring 2013 ad campaign. A spare white space with varying levels and depths, and geometric windows and entryways, some of which show a cloudy blue sky beyond, sets the stage for the collection. The perspective is odd (as it often is in surrealist works), which could be a contributing factor to why some forum members didn’t respond well to the Willy Vanderperre-photographed campaign. Others however, found this to be a continued step in a fresh new direction for Dior.
“I'm sure Dior hired Vanderperre so that he could bring a new perspective, but I'm struggling with this campaign,” justaguy admitted. “Visually, it's quite nice and the casting's great, but I can't wrap my head around this as a Dior campaign. Hopefully it will grow on me.”
Aedlacir, in contrast found the campaign to be an apt interpretation of the collection. “I like it,” he wrote. “It reminds me of the runway with all the girls walking around, intersecting at certain points and, now, they've settled into their respective places showing different aspects of the Dior woman. I think Raf saw the big picture from start to finish with how he wanted to capture the essence of the brand. It is quintessentially Parisian.”
“Love it,” ohmycolin agreed. “New creative director, new start, new campaign ideas. This has Raf written all over it, but the minimalism totally plays into the rebranding of the classic house. Beautiful art direction I must admit,” he added.
Based on the varied opinions of our forum members it looks like Dior isn’t quite there in terms of their campaign this season. It’s early yet in Raf Simons’ reign and it’s clear that he, the creative team, and the executives at Dior are still working to find a common vision for the brand. This debut campaign can more or less be considered an unsteady step in the right direction.