Christian Dior Pre Fall 2022 Campaign

Maria Grazia Chiuri’s Dior Pre-Fall 2022 Collection takes inspiration from school uniforms, and for the campaign is worn by the house favorites. Starring Sofia Steinberg and Maryel Uchida, the campaign is lensed in a studio setting by South African photographer Alice Mann. The campaign comes in line with Chiuri’s commitment to working exclusively with female imagemakers on her photo shoots, and the cast of models also includes Naomi Ekindi Dioh, Greta Hofer, Jiali Zhao, Isheja Morella, Manuela Sanchez and Emi Stankovic.

Photographed against a plain, gray garage-like backdrop, the campaign highlights the next season's designs that include ponchos, kilts and jackets made from the same yellow tartan spotted on South Korean pop star Jisoo at the Dior Paris Fashion Week Show in March, also drawing comparisons with the lead character Cher of the ‘90s film 'Clueless.' 

Dior's latest collection's schoolgirl inspired outfits have a more tomboyish feel, with white shirts and black ties, skater shorts and dungaree dresses. Few designs from the collection and the Dior Book Tote bags have been printed with a circular stamp inspired by those found on burlap bags, and serves as a nod to founder Christian Dior, whose family owned a fertilizer business. Chiuri has converted the circular stamps into symbols of sisterhood with the motto 'L’union fait la force,' or 'Strength through unity.'

Set to launch on April 10th in China, the campaign was art directed by Fabien Baron, who also helmed the accompanying film, and was styled by Elin Svahn, with Peter Philips for the models' makeup and Paul Hanlon on hair.