19 Oct 2023 By May Ng

Dior Cruise 2024 Women’s Campaig

A “place of the soul”, such is Mexico according to Maria Grazia Chiuri, just as it was for many key surrealists, from Leonora Carrington to Remedios Varo and Tina Modotti. Inhabited by this marvellous inventiveness, the silhouettes envisioned by the Creative Director are revealed through shots of magnetic moments created and captured by photographer Brigitte Niedermair.

Weaving an entrancing Ariadne’s thread, the emblematic figure of Frida Kahlo, her audacity and free spirit – celebrated at the heart of this Dior cruise 2024 collection – pervade the entire campaign. Her independence, her faith in the unwavering power of art and life, shine through the models’ determined attitudes and gazes. With the interplay of mirrors, the transcending of duality and symmetry, these images embody the collective force, resilience and pride of Mexican women and artists.

At the convergence of purity and sophistication, in a dreamlike setting poetically evoking this prodigious, inexhaustible culture, the looks reflect the fervent dialogue between the excellence of the House’s ateliers and the wealth of savoir-faire in this country cherished by Monsieur Dior. Full skirts unfurl into corollas and are worn with huipils, or architectural jackets embellished with refined guipure, co-created with Mexican artisans. A tribute to the founding-couturier’s passion for nature and botany, irresistible motifs notably feature flowers in shades of red, orange and green.

All these details adorn the Panier Chapeau and are delicately embossed on the Lady Dior, revisited in a brown leather version. Endlessly enchanting, captivating butterflies magnify a series of exceptional, fully embroidered pieces, as well as precious jewelry such as the iconic Dior Tribales earrings, an elegant sautoir and chokers. This refinement, imbued with beauty, is exalted by the variety of cotton, hemp and silk laces, and the meticulous designs of collars sublimating jersey and black velvet.

A fascinating journey that sketches a plural femininity, free, above all inventive, where self-affirmation and collective energy join forces.