Prepare to be captivated: Dior has just unveiled Jonathan Anderson’s highly anticipated Lady Dior campaign, and it’s a game-changer. But here’s where it gets intriguing—this isn’t just another fashion launch; it’s a bold reimagining of one of the most iconic handbags in history, paired with a trio of fresh faces that are turning heads. Anderson, who has been subtly hinting at his womenswear debut for Dior through a series of stunning red carpet looks, finally pulls back the curtain with a campaign that feels both timeless and revolutionary.
Shot by the renowned photographer David Sims, the campaign stars three newly appointed brand ambassadors: Mia Goth, Greta Lee, and Mikey Madison. And this is the part most people miss—the location itself is a masterpiece. The images were captured at the Pavillon de Musique de la Comtesse du Barry, a historic reception space in Louveciennes built for Madame du Barry, King Louis XV’s official mistress. This choice isn’t just a nod to opulence; it’s a deliberate echo of the 18th-century French influences seen in Anderson’s initial designs for the house.
Dior didn’t hold back on the reveal, sharing the images exclusively with WWD after teasing the campaign to select editors and talents via Instagram’s ‘Close Friends’ feature—a strategy that proved wildly successful during Anderson’s menswear debut in June. But here’s the controversial twist: while some see this as a brilliant marketing move, others argue it’s an exclusive tactic that leaves many fans out of the loop. What do you think?
The campaign itself is a visual feast. Preview videos teased a statue adorned with a Lady Dior bag covered in daisies, alongside a bee hovering over a dahlia—symbolism that hints at renewal and beauty. The full campaign showcases Goth, Lee, and Madison posing with three distinct reinterpretations of the Lady Dior, marking Anderson’s second major handbag redesign after his fresh take on the Dior Book Tote. Dior describes the actors’ poses as ‘instinctive and spontaneous, without artifice,’ bringing a renaissance vibe to this iconic piece.
Here’s where opinions might clash: the new Lady Dior models, with their light colors and 3D surface effects, are a stark departure from recent darker, rock-inspired versions, like the metal-studded bag K-pop star Jisoo carried in last year’s campaign. While some applaud the return to a more classic aesthetic, others miss the edgy vibe. Anderson himself reflects, ‘The Lady Dior is one of the most iconic bags in history. I love that when you pair it with someone like Mia, Greta, or Mikey, it suddenly becomes something new.’
As Anderson prepares to unveil his first women’s collection on October 1st during Paris Fashion Week, one thing is clear: this campaign is just the beginning. But we want to hear from you: Do you think this new direction for the Lady Dior is a step forward, or do you prefer its edgier past? Let us know in the comments—this is a conversation worth having.
