Girl Power Is Given The 21st Century Treatment In Dior’s SS17 Campaign

The brand makes a bold — and pretty — statement

By Annabelle Fernandez - published 22 Dec 2016

Since taking the helm as Dior’s first ever female Creative Director, Maria Grazia Chiuri has wasted no time in celebrating the diverse roles of women at the brand. Besides reimagining fencing attire for the contemporary woman, and dreaming up beautiful gowns wrapped up in gossamer layers of chiffon and tuelle, her debut collection saw a turnout of T-shirts emblazoned with feminist slogans such as “We should all be feminists” or “Dio(R)evolution”.

The feminist undertones continue with the brand’s latest campaign, though it's nothing like a banner-waving proclamation. Instead, the pictures emphasise a modern femininity that’s “singular and assured”.

Shot by Brigitte Lacombe and fronted by twin models Ruth and May Bell (the former, easily identified by her short cropped hair, opened Chiuri’s first show for Dior), the campaign is but a chapter of an ongoing initiative: The Women Behind the Lens, a project that sees women interpret the collection through photographs.

Click through our gallery to see the first campaign images.

By Gerald Tan