Dior “Secret Garden 2 — Versailles” : by Inez & Vinoodh

[JoeHsiang]

HOUSE AND GARDEN: Can you still call it a “Secret Garden” after 24 million people have seen it on YouTube?

Encouraged by the response to the mini film and campaign by that name it launched a year ago, Dior is unleashing a second installment — another dreamy escapade filmed at Versailles, this time in a foggy forest not far from the Petit Trianon. Inez van Lamsweerde and Vinoodh Matadin reunited with model Daria Strokous for “Secret Garden 2 — Versailles,” creating a surreal, fairy-tale atmosphere as women gather amidst barren trees, some cloaked in ivy. Christiaan Houtenbos did the hair and Lisa Butler the makeup.

The accompanying print campaign is slated to debut in Vogue China this weekend before rolling out to Italian Elle and Korean and French Vogue later in the month.

One image takes inspiration from Édouard Manet’s famous painting “The Luncheon on the Grass” — minus the nudity. The three protagonists are dressed in the fall Dior collection by Raf Simons, their picnic blanket is strewn with Diorissimo handbags, in addition to a basket of fruit. The one-minute film is slated for a June release on the Diormag Web site and dior.com.

WWD

 

[JoeHsiang]

Very beautiful,more like US Vogue spread shot by Annie Leibovitz though.

 

[Pricciao]

but what is this campaign advertising for? I don't get it, neither the Daria one.

 

[lakomka]

This just left me speechless. I love the serious theatrical mood of this ads

 

[LagerfeldBoy]

It's very Annie Leibovitz for sure. The first image is nice, but I find the second one to be too cluttered. I honestly don't get the point of this however.

 

[shanhuq]

I like the first shot because of the focus on Daria, second is a bit too Tim Walker for my taste. Anyways I think these are supposed to be for the pre-fall collection, no?

 

[AnaO]

Amazing atmosphere! And I always love photos inspired by paintings, so it's a big yes for me.

 

[christian zh]

Can't wait for the video

 

[Thefrenchy]

I wish they had used different photographers... I like the concept and the setting but the photography makes it all look terribly flat.

 

[anlabe32]

I like the first shot because of the focus on Daria, second is a bit too Tim Walker for my taste. Anyways I think these are supposed to be for the pre-fall collection, no?

No, it's Couture Fall 2012 mixed with some other pieces.

 

[anlabe32]

Oh whatever, I just noticed that most of them are indeed Pre-Fall.

Anyway, I like it so far eventhough the shots can't live up to the first Secret Garden. I'm eagerly awaiting the video as I imagine it's going to be great again. There's a lot you can do with a forest theme.
And as a major Daria fan, I just love that she's the main character again. It seems like all the other models are meant to be faceless mannequins or something like that.

 

[justaguy]

Like this a lot, but I agree with some of the others, it's very Leibovitz/Coddington.

 

[Jelavender]

Frida Gustavsson and Katlin Aas in the first shot?

Love it too. This reminds me of an early cartoon-themed Stella McCartney Campaign by Ryan McGinley. It's vivid and lovely. The color and atmosphere here is very beautiful.

 

[Vladita]

I don't know but I like it. I wanna be in that garden surrounded by Dior stuff! By the way, who's the model doing the ballet pose in 2nd pic?

 

[Littleathquakes]

They even got that Lord of the Ring scene of the elvin woods and their houses by having that spiral staircase around the tree. This is really good.

 

[darri]

I honestly don't get the point of this however.

Nor do I lol

 

[Littleathquakes]

I think they're trying to put a whimsical theatrical touch to clothes that, under Simons' direction at Dior, are rather boring.

 

[Pricciao]

^that's a good point

 

[mistress_f]

i like the second shot, although it looks like a tim walker shot. i don't get the first one. i mean i get the manet reference but the suit looks terribly out of place in my eyes.

 

[lepetitcouturier]

This seriously serves no point. What exactly are they trying to advertise? Couture? Ready to Wear? I think it's just them trying to shove the brand down everyone's throat yet again. Ever since Galliano they have been doing exhibits, advertisements, events, etc. out the wazoo. It's like they're overcompensating and trying to make everyone forget about the man who was there for fifteen years. I'm so sick of hearing about this friggen brand. The only reason I even like this advertisement is because the setting and the photos add drama to otherwise extremely bland clothes (my mom and I, for the past two days, have been ripping his clothes apart. I got really mad when she said she liked some dresses a few weeks ago from the Spring Ctr. But she was just tired and didn't know what she was saying.) The second pic is my favourite because of all the balletic poses. But the point I don't exactly get. I didn't even like last year's Secret Garden. Whatever. All Dior is now is PR.


I'm confused, btw, about how they're selling the "Dior fantasy." Because the Dior fantasy died in 1957 and again in 2011. Raf hasn't brought any sense of whimsy or fantasy.