Dior signs its first co-ed campaign with Jonathan Anderson for the 2026 collection

Fashion is already preparing for Spring-Summer 2026 with a scent of audacity and large-scale recomposition. In the midst of this turmoil, Dior is launching a campaign designed to bring together and clarify its creative priorities. The announcement of a co-ed approach and singular direction is attracting the attention of specialist media across Europe.

Why Dior is betting on a co-ed format in 2026

The co-ed format responds to a desire for a global reading of collections and messages. A single story streamlines the message between the men’s and women’s wardrobes, and simplifies the overall customer experience. What’s more, this choice reinforces memorability and continuity between campaign, runway show and in-season editorial content.

This new direction is part of a more cross-functional, agile approach to campaign governance, attentive to market signals. From now on, creative teams will communicate directly with business, merchandising and media teams to save time. At the same time, each line retains its nuances to defend clear-cut propositions and identity assets.

A cast designed to cross audiences and cultures

Maison Dior has entrusted the conception of the campaign to Jonathan Anderson, renowned for his sharp image direction. His outsider’s eye promises masterful visual contrasts and a narrative attentive to the most precise details. The intention is to create a cultural narrative, rather than a product demonstration, to better engage communities around the project.

“Bringing together sport, cinema and fashion reflects an inclusive, sensitive and global ambition.”

The casting reflects this cultural echo, with profiles from complementary and strong international creative backgrounds. Kylian Mbappé, Greta Lee and Louis Garrel will be at the forefront of next season’s campaign. What’s more, these figures bring together sport, film and fashion, and appeal to a wide range of international audiences.

Calendar, channels and global reach of the 2026 campaign

The Spring-Summer 2026 season serves as a framework for orchestrating our worldwide communications and activations. Consequently, teasing could precede social activations, followed by OOH visuals and press formats. In this way, the brand builds a regular tempo to nurture attention, without saturating its most loyal audiences.

• Co-ed format confirmed for 2026, with a unique story linking women’s, men’s and accessories wardrobes.
• The campaign was directed by Jonathan Anderson, for a cross-functional vision and a clear visual signature.
• Casting combines sports and cinema, to extend the cultural reach and reach a variety of audiences.
• Cultural storytelling takes precedence over product demonstration, to reinforce memorization and preference.
• Deployment planned in digital, print and billboard, with a cadenced tempo and regular appointments.

From a commercial point of view, the story anchors the key categories, without blurring the reading of the offers. In addition, leather goods and accessories gain in visibility with each appearance, thanks to the storytelling deployed. As a result, Dior benefits from a sounding board, while maintaining controlled volumes for each launch.

In-store, the message is conveyed by legible, contrasting silhouettes, and a clear, fluid path. In addition, digital touchpoints extend the experience before, during and after the in-store purchase. In short, the shopping experience is aligned with expectations for simplicity, rhythm and legibility that are growing everywhere.

On the image side, consistency is measured in the repetition of easy-to-remember codes, colors and textures. And yet, surprise remains a useful way of enlivening key moments, and rekindling the interest of even the most ardent fans. In this way, Dior can vary its framing without diluting its identity or losing its major visual brand signatures.

Creative governance: balancing vision and coherence

The involvement of a guest director clarifies roles, speeds up decision-making, and establishes clear responsibility for all. As a result, the campaign benefits from an identifiable signature, a single direction, and shared indicators between project teams. On the other hand, the brand adjusts the dialogue with its in-house studios, to preserve the overall creative balance.

The risk lies above all in the over-mediatization of figures already highly visible in other competing campaigns recently. For this reason, a rich editorial strategy is needed to frame the public and press statements, with editorial discernment. In addition, Dior can alternate portraits, landscapes and still lifes to let each campaign chapter breathe.

What customers will see in-store and on-screen

Customers now expect stories to be short, clear, reusable and easy to share across multiple social channels. As a result, each visual gains from carrying a distinct, stable symbol, instantly recognizable by all audiences. In this way, an object, a texture or a gesture becomes the common thread running through the entire season.

On the networks, short formats combine teasers, behind-the-scenes footage, situational scenarios and a focus on notable products. In addition, music and voice-over reinforce the narrative dimension, while setting the pace for memorization. In-store, the scenography picks up on these codes, guides the eye, and stabilizes the interpretation of the silhouettes presented together.

This campaign will set benchmarks that will be followed right up to the end of the associated commercial and cultural season. In short, it aims for loyalty rather than impulse spending, while also cultivating lasting desirability. In this way, Dior seeks to consolidate brand preference in several strategic markets and customer segments.

• Dior