There are lots of vibes from I-d, cool kids from the edgy streets of London. It seems to be a too large gap between the real DNA of the house and their target costumer
I'm not sure if I like it or not. I think some of the pictures are pretty good and there is something classic and elegant about it. But I still think its more Valentino or Alexander McQueen than Dior. This is especially because of the models, Ruth and May don't really fit the brand.
Personally I find this campaign to be very much in sync with the kind of vibe Chiuri tried to establish with her debut collection, somehow it's refreshing simply because it's less stuffy than Dior usually is...however my problem with it is also the same that I had with her clothing: not distictive enough and mixing up effortless with lack of effort. It ends up looking just lazy.
I see no sense of creativity in any of these shots. It might as well be an H&M campaign with a Dior logo stamped underneath the photos. So sad..
I'm finding it ironic that a lot of the newer models are aiming for the "unique, non-glamorous" look, but they're now so many of them out there, they're no longer unique!
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