Dior Fall 2024 Campaign Channels Miss Dior's Second Wave Women's Rights Spirit AOC Fashion

Dior’s creative director Maria Grazia Chiuri was recently called the most modern couturier working today by Vogue’s Nicole Phelps.

In trying to explain her ‘design ethos’, while unintentionally drawing a line in the sand between herself and Christian Dior, Chiuri explained further. “Couture has historically been about ‘building the body’ with its corset foundations and highly-structured silhouettes. But I don’t want to build the body, I want to release it.”

In these fall campaign images models Elodie Guipaud, Mathilde de Nard, Nayonikaa Shetty, and Ying Ouyang are styled by Elin Svahn in images by Sarah Jones [IG]. Margot Populaire, the Belgian New York-based creative director, who has a long-time relationship with the house in her work at Baron & Baron and now in her own shop Atelier Populaire is behind the campaign./ Hair by Olivier Schawalder; makeup by Peter Philips

For her Fall 2024 collection, Chiuri turned to the Miss Dior boutique, opened in 1967 to showcase a separate ready-to-wear collection during the tenure of Marc Bohan.

The designer explained: “I think he was really visionary for the time because the couture house was in difficulty. They had this relationship only with these couture clients—and women were changing. Not all the couture-house creative directors were so visionary to understand the new era, and new women.”