If Hedi Slimane is fashion's new badass, Raf Simons is his lighter, brighter counterpart. That much is certainly true of his first ad campaign for Dior, shot by Willy Vanderperre and featuring models Daria Strokous, Anna Martynova, Diane Conterato, Nicole Pollard and Marie Piovesan. Never heard of 'em? Well, you're not alone. The use of lesser-known faces, in contrast with the brand's traditional high-profile picks, is just one way that this new campaign diverges from house history.
Dior campaigns usually focus on a famous face and a relatively classic setting. The clean, surreal world of these ads is a distinct departure from that — not to mention something that seems more in line with the Jil Sander aesthetic. That said, we're not wholly opposed to the new look, and in times like these, luxury brands need new blood and new ideas more than anything.
What do you think? Did Simons bring too much minimalist baggage from his last job, or is this a great new direction for one of fashion's biggest brands?