Dior Pre-Fall 2022 Campaign Lensed by Alice Mann with Sofia Steinberg, Maryel Uchida

GirlPower: Dior and Blackpink’s Jisoo

In pure Launchmetrics data, Dior and Blackpink’s Jisoo, a Dior ambassador since March 2021, tallied $1.74 million in media impact value for an Instagram post of the Korean pop star standing under the giant Dior logo at the brand’s fall 2022 fashion show, held in a giant tent in the Tuileries garden.

Jisoo struck a demure, school-uniform girl pose, in Dior’s pre-fall collection Wearing what has been called the ‘Clueless’ girl plaid, replete with a white shirt and black necktie, Jisoo’s Instagram post received 5.2 million likes on her account.

Jisoo, whose full name is Kim Ji-soo, came out as the top celebrity with media impact value of $7.2 million from one personal post and 1,152 media mentions, according to Launchmetrics, and as recapped by WWD.

Dior led the band rankings, followed by Balenciaga, Chanel, Off-White and Louis Vuitton. The Off-White show was a tribute to its late founder Virgil Abloh and is probably a one-off. But who knows. Abloh’s eternal presence may have something to say about that ranking. The universe works in strange ways.

Considering only the brands’ own media channels, Dior, followed by Balenciaga and Chanel maintained the same order, as did Louis Vuitton in spot five. But Valentino took the fourth spot in this lineup.

Dior Pre-Fall 2022 Campaign

Dior has released the first images from its pre-fall campaign, and they are devoted to sisterhood.

The cast is led by house favs Sofia Steinberg and Maryel Uchida, with the Dior sorority expanding to include Naomi Ekindi Dioh, Greta Hofer, Jiali Zhao, Isheja Morella, Manuela Sanchez and Emi Stankovic.

Jisoo’s yellow tartan, school-girl ‘Clueless’ ‘90s plaid is back in action, reformulated for a new generation.

South African photographer Alice Mann [IG] captures Dior’s pre-fall 2022 campaign with art direction by Fabien Baron. Elin Svahn styled by campaign ads with Peter Philips in charge of makeup and Paul Hanlon on hair.

The pre-fall Dior collection itself references a moodboard featuring the fashion designer’s closest female couture seamstresses and collaborators, noting that “all these very strong women supported him inside the studio together [and] made the Dior house so strong and so powerful.”

With her devotion to feminism and the current mood of genderless dressing, Chiuri’s schoolgirl outfits have plenty of boys club DNA. Some outfits and Dior Book Tote bags were printed with a circular stamp inspired by those found on burlap bags. “What the????” The answer is simple: Christian Dior’s family owned a fertilizer business. Chiuri turned the circular stamps into 2022 symbols of sisterhood with the motto “L’union fait la force,” or “Strength through unity.”

The overall effect of Dior’s pre-fall 2022 fashion statement channels British pop-punk style, embodying a spirit of defiance and individualism in its embrace of the many ways young women can dress.

Given the sweep of anti-LGBTQIA+ laws sweeping through America’s red states, Chiuri delivered a collection that has political roots as well — at least in America. Poland is in a very positive limelight in this moment over its tremendous support for Ukraine. But let’s not forget that anti-traditional female — who no control of her body — and anti-LGBTQIA+ legislation is sweeping Poland.

Like myself, Chiuri used her youthful rebellion against the harsh edges and austerity of a Catholic school uniform — and the perpetual guilt enforced on young women by the Catholic hierarchy — as a foundation for the collection’s visual aesthetic. ~ Anne

AOC shares more images from Dior’s Pre-Fall 2022 Collection.