Jonathan Anderson taps Dior’s three newest ambassadors: Mia Goth, Greta Lee and Mikey Madison for the reveal on Monday of the new Lady Dior handbag campaign.

Photographer David Sims [IG] shot the campaign at the Pavillon de Musique de la Comtesse du Barry, the reception space in Louveciennes built for Madame du Barry, the official mistress of King Louis XV. There’s definitely a sense of continuity between Anderson’s debut men’s show in June and this campaign for a truly iconic Lady Dior handbag.

Fashion world waits for Jonathan Anderson’s women’s debut on October 1, during Paris Fashion Week.

The ‘Chouchou’ Is Born

In 1995, French First Lady Bernadette Chirac commissioned a custom handbag for Princess Diana’s visit to Paris.

Initially called ‘Chouchou’ [French for favorite], the design incorporated the ‘Cannage’ motif, referencing the cane chairs in Christian Dior's original salon, and the lucky charms Monsieur Dior always kept with him.

Princess Diana so loved her ‘Chouchou’ that she carried the bag to the 1996 Met Gala. Within the orbit of Princess Diana’s world, the bag was affectionately called ‘Lady Dior’. Over time, the Lady Dior name gained traction globally, leaving ‘Chouchou’ to bow out in favor of the royal-sounding pedigree called Lady Dior.

In 2022, Dior reissued the mini Lady Dior handbag, carried by Princess Diana at the Met Gala. A limited edition of 200 pieces of her blue satin bag were priced at 5,000 euros.

Speaking about the new campaign, Anderson said:

“The Lady Dior is one of the most iconic bags in history. I love that when you pair it with someone like Mia, Greta or Mikey, it suddenly becomes something new.”

The Complex Mind of Jonathan Anderson

In the days following Anderson’s Dior Spring/Summer 2026 menswear show, there was a strong concensus that the creative director was a brilliant choice.

AnOther Magazine wrote: “the mix of clothes, of references, of eras and approaches, was mind-boggling in its sophistication and complexity, and in its deep grasp of Dior.”

“For me, style is how you put things together” Anderson said about the menswear debut. . . . Over the next period, that’s what I want to work on.”

Sarah Mower observed for Vogue:

This is the kind of high-low magic that Anderson transferred from his own brand to Loewe and then used to revolutionize that LVMH label into a financially and critically successful phenomenon over a decade. Loewe didn’t really have codes, though, so Anderson could start with a clean slate. With Dior, it’s very different; there’s a long history to play on. “The great thing about Dior is it being able to reinvent with each designer,” he said. “I embrace that. Like Maria Grazia Chiuri’s book bag. That is not my bag, but I can do something else with it.”