The Christian Dior Spring Summer 2017 campaign wasn't just a collection of images; it was a meticulously crafted narrative, a visual symphony reflecting the essence of the season's haute couture and ready-to-wear lines. This campaign, a pivotal moment in Dior's ongoing brand story, successfully blended the house's rich heritage with a contemporary sensibility, resonating with both longtime devotees and a new generation of fashion enthusiasts. This article will delve into the various facets of this impactful campaign, exploring its key elements, its impact on the brand's image, and its lasting legacy.
Dior Campaign Women's: A Celebration of Diverse Beauty
The heart of the Dior Spring Summer 2017 campaign lay in its portrayal of women. Unlike many campaigns that rely on a singular archetype of beauty, Dior embraced diversity, showcasing a range of models representing different ethnicities, ages, and body types. This move was a significant departure from the more homogenized depictions often seen in luxury fashion at the time, and it resonated deeply with a broader audience. The campaign highlighted not just physical beauty, but also a sense of strength, confidence, and individuality. This approach was crucial in aligning the Dior brand with a more inclusive and contemporary vision of femininity. The imagery, often captured in natural light or striking studio settings, emphasized the effortless elegance of the clothing and the inherent beauty of the models. The campaign's success in this area can be partly attributed to the careful selection of models who embodied the Dior spirit, as well as the skillful direction and photography that captured their unique personalities. The resulting images were not just advertisements; they were evocative portraits that captured the spirit of the collection.
Runway Looks: Translating the Collection's Vision
The Spring Summer 2017 runway show itself served as the foundation for the campaign. Maria Grazia Chiuri, in her debut collection as Creative Director, presented a collection that was both a nod to Dior's legacy and a bold step forward. The show featured a range of looks, from the delicately feminine to the strikingly modern. The campaign successfully translated these diverse aesthetics into its imagery. We saw the delicate embroidery and intricate details of the couture pieces highlighted in close-up shots, while the more avant-garde designs were showcased in dynamic poses that emphasized their movement and structure. The campaign's success in capturing the essence of the runway show lies in its ability to convey not just the visual elements of the clothing, but also the underlying concepts and inspirations. This meant focusing not just on the clothes themselves, but on the overall mood and story that Chiuri was trying to tell.
Beauty: A Seamless Integration of Fashion and Cosmetics
The Dior Spring Summer 2017 campaign seamlessly integrated beauty into its narrative. The makeup looks, developed in collaboration with Peter Philips, Dior's Creative and Image Director of Makeup, were understated yet impactful. They complemented the clothing, enhancing the overall aesthetic without overpowering it. The focus was on natural beauty, with a subtle emphasis on glowing skin, defined eyes, and a touch of color on the lips. This approach mirrored the overall ethos of the collection, which emphasized understated elegance and timeless style. The beauty campaign, separate yet intertwined with the fashion campaign, showcased the relevant makeup products and palettes, thereby creating a synergistic effect that boosted both the fashion and beauty lines. This cohesive approach effectively positioned Dior as a holistic luxury brand, offering a complete lifestyle experience rather than just individual products.
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