Dior has released a new Fall/Winter 2022 campaign that hopes to emphasize the brand’s history in the contemporary world of fashion. The campaign is centered around strength and unity, aiming to evoke messages of sisterhood, self-affirmation, and power. The ‘Burlap Bag’ ties the campaign together alongside fellow Dior-branded ‘Book Tote Bag.’
The phrase "L’union fait la force," means "strength through unity" and is emblazoned across the collection’s jackets and skirts alike. The campaign's overarching idea surrounding togetherness is seen most prominently in the series of group portraits shot by photographer Alice Mann.
After recently opening a new concept store in Seoul, South Korea, the pieces from Dior’s latest campaign may soon find themselves available for purchase in stores. Until then, consumers can view the campaign video on YouTube.
Empowering Seasonal Capsules
Dior Releases a New Fall/Winter 2022 Campaign Video and Photoset
Trend Themes
1. Unity-based Messaging - Fashion trends are moving towards emphasizing messages of unity and togetherness in their campaigns, presenting opportunities for disruptive innovations in sustainable fashion and personalized messaging.
2. Seasonal Capsules - The trend towards creating seasonal capsules in fashion is growing, with brands like Dior empowering their campaigns with a limited number of strong pieces, presenting opportunities in sustainable and ethical production and distribution.
3. Concept Store Expansion - The trend of expanding concept stores to showcase branded campaigns as a fully-immersive experience can provide opportunities for technology integration and sustainable design.
Industry Implications
1. Fashion - The fashion industry is moving towards sustainable and individualized production methods as the trend towards seasonal capsules and unity-based messaging continues.
2. Retail - Retail industries are exploring new ways to create immersive experiences for customers through concept stores, providing opportunities for digital integration and sustainable design.
3. Marketing - Marketing industries are shifting towards personalized messaging and brand experiences, presenting opportunities for creative strategies in digital advertising and social media.