In their latest string of advertisements for the SS17 collection, Dior has recently released a series of videos that each focus on an individual word. The videos are the brainchild of Dior’s first female creative director, Maria Grazia Chiuri. Under the direction of Chiuri, the label’s most recent collection seems to try to communicate the theme of female empowerment.
But is girl power and feminism really of concern to Dior? Or are they just exploiting a convenient buzzword of the current social climate? The video that is titled “Feminist” clocks in as one of the shortest in the campaign at a mere 16 seconds, tied with another titled “Revolution.” Meanwhile, the ads “J’adior” and “Fashion” run 30 and 34 seconds long, respectively. It seems an odd call, if women’s social issues are truly of concern to Chiuri and the Dior label.
Aside from the length of the videos, the “Feminist” video feels a bit cliché and predictable. The model who stars in the ad sports a buzzcut and wears a shirt that states “We should all be feminists,” the same shirt Chiara Ferragni was just seen in. What does a cheeky t-shirt and edgy haircut really have to do with feminism though? It quickly begins to feel like Dior is trying embarrassingly hard to stay relevant, rather than trying to contribute to the cause.
Whether or not Dior is genuine in their recent campaign or not, the label should still be applauded for taking a step forward to actively speak out in support of women in general. Theme aside, the videos for their SS17 campaign are executed with impeccable taste and style, fusing their classic look with a modern edge.
Do you feel that Dior’s campaign is genuine or exploitative? Check out the videos below.