A New York Classic — Cinematic Campaign for Dior Pre-Fall 2024
Inspired by Maria Grazia Chiuri’s Pre-Fall 2024 collection, which drew inspiration from Marlene Dietrich’s signature tailored suits and her seamless blending of masculine and feminine styles. This campaign built on this foundation by embracing the mystery and ambiguity of film noir—a genre closely associated with Dietrich. Using low-key, high-contrast lighting and shadows, the film deepened the cinematic mood while creating visual parallels between the collection’s menswear-inspired silhouettes, neckties, fedoras, and modernized versions of Dietrich’s style, and the striking architecture and texture of New York City.
Strategy: Generate awareness for Dior’s iconic pillar products by leveraging Vogue’s fashion leadership and content expertise to create custom longform and social video content distributed natively across editorial, email, and dark social channels.
Director: Ivan Olita
Fashion Editorial Stylist: Clare Byrne
Talent: Scully Mejia
Vogue.com Article: Dior Is Undeniably French, But It’s Also Surprisingly New York
The film narrative paired iconic pieces from the collection with quintessential New York moments, creating a visual story that underscored the collection’s inspiration while driving awareness and memorability around key Dior items.
