Dior’s Spring 2018 campaign evokes a feminist message by paying tribute to the model and artist Sasha Pivovarova, featuring her artistically posing in the new ready-to-wear collection.
The playful 1960’s style feminine advert, shot by famed fashion photographer Patrick Demachelier, features Pivovarova in some of the stand out stripes and sequins of the SS18 collection whilst creating emotive portraits of women. Only fitting for Pivovarova who opened the Spring/ Summer catwalk back in September, wearing a t-shirt printed with the title of a written piece by art historian Linda Nochin, namely “Why Have There Been No Great Female Artists?”.
The creative process behind the campaign was described by Dior’s artistic director Maria Grazia Chiuri as intentionally reminiscent of French-American artist and filmmaker Niki de Saint Phalle as yet another nod to women in art.
The merging together fashion and art is not a new concept and has been widely popular this year however no other campaigns have looked at the relationship from this kind of philosophical standpoint. That is until Dior. It is not unusual either for Dior to question society and lack of female representation through the media of fashion. For example, in the 2016 Spring catwalk, the then New Creative Director Chiuri used her first show, and the first time the fashion house had ever appointed a female creative director, to present a feminist message by presenting t-shirts emblazoned with the slogan “We Should All Be Feminists”.