Dior Spring Summer 2023 Campaign

Dior Spring Summer 2023 Campaign. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Dior / photographer Brigitte Niedermair.

Paris Maps, Sugar Plums, flowers and underwear of course are the main leitmotiv of this Dior collection. Maria Grazia Chiuri, creative director of Dior Couture House, one more time presented Italian laundry for Spring Summer 2023. This selection of underwear has very intricate and exquisite handmade work, only she forgot to create the dresses to wear on top.

Unhuman, hostile and antagonistic, as a reflection of Maison Dior itself, models are standing or sitting in front of you, showing luxury goods they bare. In this monstrous portrait gallery from Adams Family hallway Dark Tinker Bell once again showed her wings. This is not exploration of the power, it is exploration of the dark side. Models look like the monsters with the white masks out of human skin. Is this additional luxury item of Dior, matching bags and dresses? How true, and how accurate this campaign shows the real face of Dior House today. There’s no mystery – just scary faces.

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And what about with the hands behind we see almost on all photos? Are they tight up? Are these women tortured? So let this horror story unfold… There are always the same characters: Dark dominatrix and tortured innocent young girl in underwear – permanent fantasy of Maria Grazia Chiuri, she expressed in her collections of Ready-to-Wear and Haute Couture Dior lines. Dominatrix is always looks like herself.

This Dior Spring Summer 2023 campaign is a perfect addition to the Dark Tinker Bell collection Maria Grazia Chiuri showed for Dior Fall Winter 2021-2022

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And here is beautifying Press-release for this dark portrait gallery of Dior:


For the Dior ready-to-wear line, Maria Grazia Chiuri explores the different facets of feminine power through a wardrobe imbued with sovereign grace, inspired by the figure of Catherine de Medici. A (Re)naissance of Dior style, brought to life in a series of shots by photographer Brigitte Niedermair, revealing a world tinged with mystery.

Between light and shade, in a minimalist decor illuminated by nuances of green, the looks relate the symbolic alliance of Dior fundamentals and stylistic icons such as the reinvented corset, which accentuates the silhouette with its graphic shapes. Crinoline skirts and dresses are reinterpreted in unprecedented proportions, with sportswear details enhancing this fascinating dialogue between past and present. An ode to the virtuosity of needlework and ancestral savoir-faire, raffia coats are adorned with delicate flower and bird motifs, which also appear on the iconic Lady Dior.

The Dior Book Tote is unveiled in singular versions, by turns embellished with floral embroidery – also deployed on skirts, shorts and pants – or featuring the Plan de Paris sketch, which traces the contours of a new form of elegance. Instilled with retro influences, the timeless design of the new Dior Key bag punctuates outfits with yet more refinement.

A captivating odyssey, suffused with the bewitching strangeness that inhabits the collection, celebrating the strength, fragility and beauty of femininity in perpetual motion.

See all looks Dior Spring Summer 2023 Campaign

Posted from Paris, Le Marais, France.