A New York Classic
Cinematic Campaign for Dior Pre-Fall 2024
Strategy: Generate awareness for Dior’s Pre-Fall 2024 collection by leveraging Vogue’s fashion authority to produce longform and social video content, distributed natively across editorial, email, and dark social channels.
Creative Appraoch: Maria Grazia Chiuri’s Pre-Fall 2024 collection drew inspiration from style icon Marlene Dietrich. Building on this foundation, the campaign embraced the mystery and ambiguity of film noir, a genre closely associated with Dietrich. Through low-key, high-contrast lighting and shadow play, the film evoked a cinematic atmosphere while creating visual parallels between the collection’s menswear-inspired silhouettes, neckties, and fedoras, and the bold architecture of New York City.
Director: Ivan Olita
Fashion Editorial Stylist: Clare Byrne
Talent: Scully Mejia
Vogue.com Coverage: Dior Is Undeniably French, But It’s Also Surprisingly New York
Distribution: Vogue.com, TikTok, Meta, YouTube
The film narrative paired pieces from the collection with identifiable New York moments, creating a visual story that underscored the collection’s inspiration while driving awareness and desirability around key Dior items.
