Lady Dior 2025: the already cult campaign

A historic turning point is taking place at Dior. Between September 23 and 25, 2025, Jonathan Anderson unveiled a Lady Dior campaign that revisits the iconic bag through a surprising aesthetic, oscillating between 18th-century heritage and radical modernity. Few know it yet, but this launch is strategically timed to coincide with Paris Fashion Week in early October, amplifying the rarity of this revelation.

Heritage reinvented

The Lady Dior bag, launched in 1995 and worn by icons such as Lady Diana, returns to the center of international luxury. Anderson, appointed creative director in June 2025, establishes a dialogue between the house’s historic codes and contemporary details. The choice of the Comtesse du Barry’s Pavillon de Musique in Paris reflects a direct link with 18th-century France.

In this shoot, photographed by David Sims, the impressionistic light and fluidity of the shots accentuate timeless elegance. Actresses Mia Goth, Greta Lee and Mikey Madison embody the accessory, transforming a cult object into a modern allegory. This blend of experimentation and classicism is attracting attention in the fashion industry, often criticized for lacking innovation.

An exclusive marketing approach

The campaign also stands out for its digital distribution. For the first time, Dior chose Instagram Private Stories in the “Close Friends” mode, reinforcing the notion of exclusivity. Only certain privileged subscribers had access from the launch, a bold strategy that shakes up traditional methods.

Since our last digital visit to the official Dior website, the integration of the knot – an emblematic element of the Maison – has emerged as a common thread in this reinvention. Oversized on certain versions of the bag, it perfectly illustrates this tension between luxurious heritage and contemporary relevance.

An aesthetic at the crossroads of eras

Anderson’s aesthetic evokes the pastoral romanticism and rigor of the Louis XV period. The interiors and gardens of the Pavillon de la Comtesse du Barry plunge spectators into a fragile, almost theatrical atmosphere. The contrast with the modernity of the contemporary actresses creates a strong, singular duality.

This iconographic choice reveals Anderson’s desire to revitalize the Dior discourse. His approach questions the place of luxury: rooted in history, but destined to seduce a digital audience present on every continent. Initial feedback from the international fashion press confirms increased attention to this campaign.

While some competitors rely on spectacularity, Dior imposes itself through subtlety, valuing craftsmanship and heritage as ferments of contemporary emotion. The launch confirms Anderson’s ambition to develop a hybrid, visionary aesthetic grammar.

“The Lady Dior becomes his next canvas, balancing legacy with contemporary approach.” – Harper’s Bazaar Australia, Sept. 24. 2025

The chosen faces: a revealing trio

The incarnation of Mia Goth, Greta Lee and Mikey Madison is not insignificant. These actresses are recognized for their singular aesthetic, between independent cinema and international recognition. In this way, Dior has ensured its visibility with a variety of audiences, while reinforcing its artistic approach.

Industry professionals agree that this type of casting reflects the current trend: combining heritage luxury with emerging cultural figures. It gives the House of Dior a modern edge without sacrificing its historic aura. In Paris, insiders are already commenting on this bold move, proof that Dior is regaining the initiative in the iconic accessories market.

“The campaign’s photographer David Sims captures the actors in a soft and natural light, holding space for the pastel tones and accessories.” – CR Fashion Book, Sept. 23 2025

Towards Paris Fashion Week

This launch is just the beginning. On October 1, 2025, Anderson will present his first womenswear collection for Dior at Paris Fashion Week. Industry observers see this event as a tipping point for judging her global impact. The Lady Dior is the prelude to a more ambitious statement.

In a saturated market, the House has developed a differentiating strategy by linking cult objects and historical storytelling. The worldwide media response shows that the initiative has borne fruit: from CR Fashion Book to Harper’s Bazaar and Dior.com, all the reference platforms have relayed the project with rapid enthusiasm.

This approach is reminiscent of other recent Parisian cultural events that play on rarity and prestige, such as certain elitist restaurants in the capital, or luxury initiatives that blend heritage and innovation. In this way, Dior confirms its mastery of fashion highlights and its role as a trendsetter.

Practical information

Address: Pavillon de Musique de la Comtesse du Barry, 78230 Le Pecq (near Paris). Access: RER A station Le Vésinet-Le Pecq then bus to the site. Visiting hours: heritage site open only during cultural events and by appointment. For further information, visit the official Dior website.