Behind the curtain
#TheWomenBehindMyDress by Dior, Paris

Behind the curtain

Paris – Before its first catwalk show by a female creative director, Dior celebrated the women behind the scenes of the collection.

Article/20211 d65
#TheWomenBehindMyDress by Dior, Paris

Paris – Before its first catwalk show by a female creative director, Dior celebrated the women behind the scenes of the collection.

  • The Instagram campaign featured people such as Dior’s calligrapher and its premier d’atelier (head of the workshop)
  • The films asks each woman the question: ‘Who is your female role model?’

#TheWomenBehindMyDress features a series of black and white videos, which introduce a diverse selection of the women working for Dior. The women, who are asked to name their female role models, are presented naturally at work, with the seamstresses interviewed at their sewing machines and the set designers shown in paint-splattered overalls.

The campaign promoted the first collection of the brand’s newly appointed and first female creative director, Maria Grazia Chiuri. The films’ feminist tones filtered into the show with a soundtrack containing extracts from Nigerian author Chimamanda Ngozi Adichie’s Ted Talk, entitled We Should All Be Feminists, a phrase that was also featured on one of the Dior model’s T-shirts.

Chiuri stated in her notes for the show that she wanted to create a collection that could be incorporated into women’s often hectic lifestyles. ‘I strive to be attentive and open to the world and to create fashion that resembles the women of today,’ she said.

The Big Picture

Consumers are tired of brands presenting an unobtainable vision of luxury and are demanding transparency to foster a genuine sense of connection. For more see our Anti-authenticity Marketing macrotrend.

Discover More News
Mastercard launches AI-powered stories for commuters

News

Mastercard launches AI-powered stories for commuters

Mastercard has launched its Transit Tales campaign, which tailors classic stories to the length of commuters’ journeys.
Audiobooks : Australian : Commuters
Foresight Friday: Rose Coffey, senior foresight analyst

News

Foresight Friday: Rose Coffey, senior foresight analyst

Every Friday, The Future Laboratory team offers an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, ...
Soft Sports : Digital Detox : Asics
Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

News

Stat: Tech-savvy Gen Z interns see AI as a career tool, not a threat

Gen Z is entering the workforce with a pragmatic view of artificial intelligence and enthusiasm for in-person mentorship. 
Work : Technology : AI
Irn-Bru revives Made in Scotland from Girders slogan

News

Irn-Bru revives Made in Scotland from Girders slogan

Irn-Bru is reviving its iconic Made in Scotland from Girders slogan in a campaign led by advertising agency Lucky Generals.
Food And Drink : Brand Humour : Advertising
Busan International Film Festival to host singalong screening of KPop Demon Hunters

News

Busan International Film Festival to host singalong screening of KPop Demon Hunters

A singalong screening of Netflix’s breakout show, KPop Demon Hunters, will take place at the Busan International Film Festival in September 2025.
Kpop : Streaming : Cinema
Stat: Australians turn to podcasts and radio for regular entertainment

News

Stat: Australians turn to podcasts and radio for regular entertainment

More than half of Australians aged 10 and over (52%) listen to or watch podcasts each month, according to new data published in The Infinite D...
Statistic : Podast : Media
Selena Gomez taps Tajín for Rare Beauty’s first collaboration

News

Selena Gomez taps Tajín for Rare Beauty’s first collaboration

Rare Beauty has unveiled its first-ever collaboration, teaming up with Mexican seasoning brand Tajín on a limited-edition lip and cheek set.
Beauty : Food : Collaboration
Single mothers in China are moving in together to ease the financial burden of child-rearing

News

Single mothers in China are moving in together to ease the financial burden of child-rearing

An increasing number of single mothers in China are moving in together to ease the financial, emotional and practical challenges of raising childre...
Single Parents : China : Only Child
Stat: Cannabis-infused drinks reshape America’s after-work rituals

News

Stat: Cannabis-infused drinks reshape America’s after-work rituals

A growing number of young American professionals are swapping post-work alcoholic beverages for cannabis-infused alternatives, signalling a cultura...
Statistic : Cannabis : Alcohol
Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

News

Gap and Katseye tap into new-nostalgia for autumn 2025 denim campaign

Gap has unveiled its autumn 2025 Better in Denim campaign, fronted by global girl group Katseye.
Fashion : Nostalgia : Pop Culture
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN