For its Fall / Winter 2018 collection, Dior has wrapped its iconic boutique on Avenue Montaigne in Paris with a large canvas that displays images of the new campaign.
Inspired by Sixties youth culture, the gigantic canvas has colors of white, black, red, blue and yellow and phrases 'Women Empowerment,' 'Youthquake' and 'C'est non, non, non et non!'. These were used on feminist posters during the social unrest that swept through France in May 1968. The words also appear on pieces from the collection, such as sweaters.
'It was a moment of great change, and this is also a moment of big change, so the reference is because in '68, like now, the young generation sent us a message. We have to listen to them and understand what they are really saying,' Maria Grazia Chiuri told WWD.
'It's a statement because we believe that we have a very strong collection and we wanted to do so in complete harmony and coordination with how the inside of the store will look like, and especially how the campaign is going to look like,' Dior chief executive officer Pietro Beccari added.
The campaign celebrates the affinity between the fashion house Dior and the protest movement led by fiery critics who have become filmmakers. It is a nod to the Autumn / Winter 2018 show of Dior last winter in Paris which had the same message.
The Fall / Winter 2018 campaign is also inspired by the cult film 'Une femme est une Femme' by Jean-Luc Godard in which the uniqueness of women is central. Some subtitles from Godard's film have also been used for the campaign.
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