Since being appointed the first female artistic director of Christian Dior back in 2016, Maria Grazia Chiuri’s advertising campaigns have been extremely hit or miss. The iconic French fashion house has been more than willing to switch things up, however. After all, it’s commissioned everyone from Brigitte Niedermair to Elizaveta Porodina as campaign photographers. The revolving door continues with Julia Hetta capturing the brand’s Cruise 2022 outing. Shot in Greece, models Selena Forrest, Maryel Uchida and Chai Maximus roam the Temple of Zeus at the archaeological site of Nemea.
But Dior’s latest definitely divided our forum members. “It’s not giving what it’s supposed to. Inez van Lamsweerde and Vinoodh Matadin executed the concept better with Rianne Van Rompaey for WSJ. Magazine, this one feels rather lifeless,” critiqued aracic.
“All the special effects were not necessary,” voiced Urban Stylin.
WAVES was in the same frame of mind: “Blurred images for an advertising campaign of clothes!”
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“This would look better with different clothing, like those bulkier, Greek-inspired evening gowns from the archives,” FashionMuseDior chimed in.
“Yeah, I also would’ve liked this in color. It feels a bit ‘foggy’ in a way that detracts from the clothing,” expressed Joromana.
“I thought Julia Hetta was over eight years ago,” commented dontbeadrag.
Although not everyone was quick to disapprove. “I have a major soft spot for all things ancient Greece so this feels like a win of a campaign. I’m rather fond of the sepia photography from Julia Hetta, the sense of movement and how cinematic it feels,” confessed vogue28.
See the campaign from Christian Dior in full and share your thoughts here.