When Jonathan Anderson was creative director of Loewe, the brand’s social strategy could best be described as interesting people doing unexpected things. Now at Dior, he wants you to see exceptional talents immersed in the ordinary.
In the content heralding his debut show, you have LaKeith Stanfield chatting in a taxi with Josh O’Connor. Conor Sánchez riding a bike through Paris. Sam Nivola sitting in a garden. Forget A-listers making TikToks with disposable cameras or producing comedic skits, Anderson is asking social audiences to be in this moment.
You may also like
All of this invites the consumer into a new world of Dior, where the creative director understands that for the macro audience, the front row is the show. And BTS content has to be their BTS – it’s not just about styling or preparation backstage. It’s about who knows who, approaching digital talent strategy as one might approach casting a play and the new court of Dior where Anderson is the king. In this era, luxury is expressed through documenting liminality rather than the glossy editorial content the brand produced before.
Is the social strategy perfect? Not quite. The “how do you like your eggs” vox pops were contrived and boring. Where everything else feels fresh, this feels stale. However, this is a minor blip to no doubt fully make the most of A-list talent access.
Here are two key elements of Dior’s new social strategy that are worth considering.
Audio is elevating simplicity
Sound across all content is nature-based, true to the scene or analogue. This gives a sense of intimacy and realism while ensuring the viewer focuses on the aesthetic and atmosphere. It does not require you to understand a TikTok-centric reference, it simply asks you to connect. For example, a vignette of an unmade bed sets the scene of what’s to come with audio from French radio. You are supposed to feel this content, not riff on it.
Nonchalance is driving Dior’s new social story
The artfully dishevelled shirts and ties. The casual combining of shorts and knits to enjoy cycling, flowers and art. It’s all about the beauty of innate ease and sartorial details, not just high-drama and red carpet impact. The styling also helps to present talent in a slightly different aesthetic which respects Dior’s legacy while evolving it. You have Kylian Mbappé learning how to do a tie, and Levi McConaughey lounging on a museum bench. This starts to tell a new story with undeniable intrigue. Key takeaway? It’s a luxury to watch social media which is not trying quite so hard.
By Sara McCorquodale, CEO and founder of CORQ.
