Following on from his triumphant first two collections for Dior, Raf Simons has unveiled his first campaign for the label for Spring 2013. Making a marked departure from his predecessor’s love of extravagance and ceremony, Simons has dialed the tone way down, in line with his vision of the modern Dior woman.
The setting for the campaign is simple and clean, yet there’s a surreal vibe with the cloudy skies just visible through the cut-out windows. I particularly like the use of fresh bouquets, which mirror the backdrop of his first show for Dior in Paris. I speculated at the time that these may be to symbolise a fresh start and they really bring life into these shots with their positioning against the white backdrop. Also using relatively unknown models puts all the emphasis on the clothes, which take various traditional elements from Dior’s heritage and fuse them with a modern femininity that I think is sublime.
As one of my favourite designers, Simons can do no wrong with me so I may be easily pleased but this campaign has got me really excited about Dior in a way I wasn’t before this year. What do you guys think? Let me know in the comments or tweet me @ohdearism.