Since Maria Grazia Chiuri took over as the Creative Director of Dior’s women’s wear, she has not only used fashion to promote women’s rights awareness but also frequently collaborated with different female artists to pay tribute to them. In the spring/summer 2022 season, she invited Italian artist Anna Paparatti to collaborate on creating a colorful fashion show venue, reminiscent of the design of a giant tabletop game, leaving a lasting impression.
In the Spring/Summer 2022 women’s collection ad, the brand once again pays tribute to the work of Italian artist Anna Paparatti, drawing inspiration from the game elements in her works “Il Gioco del Nonsense” (1964) and “Jeu de l’absurde” (1965), using games as a medium to reflect on the fun of art and life.
The short film is set against a black and white background, shot by female photographer Brigitte Niedermair. Under her lens, each spring/summer look appears vibrant and full of energy. Classic accessories of the brand can be seen, such as the Dior Vibe bag and the mini version of the Lady Dior handbag, showcasing Dior’s unique aesthetic style. Additionally, the ad features Daft Punk’s classic song “Around the World” as background music, with electronic music elements perfectly complementing the visuals.
