Seduction Never Stops in Dior's Fall 24 campaign

Creativity, seduction, a look back on its heritage - Dior's Fall 24 ad campaign has it all.

A few months ago I was working for Yamaha Music as its Marketing and Communications Manager, leading a team of seven professional marketers serving as the company's in-house marketing agency. A campaign that my team developed, which was unfortunately not put to market focused on filming people in a house of sorts as they played a range of innovative musical instruments all coming together into a beautiful musical composition.

The focus for this campaign was to be Yamaha's heritage, beauty and innovation - pulling it into the 21st century with class and elegance and showcasing some innovative products the brand has created that definitely deserve more attention!

Recently, scrolling through TikTok I was surprised to see this campaign implemented by a similar brand - Dior!

It's moments like this in marketing - serendipitous ones that remind me that while I may have lost that pitch, the idea itself for a premium heritage brand making its mark post-pandemic in the 21st century is a good one.

Dior's campaign is seductive, featuring mysteriously alluring women dressed in Maria Grazia Chiuri's collection for the brand in different rooms, the ad then zooms out to showcase a 3D floorplan of the house.

Why does this campaign work?

This campaign highlights Dior's heritage and brings it into the 21st century. Silhouettes classic to Dior are brought into the modern world through styling and the art direction of the campaign making it innovative and fresh. It is noticeably Dior, however, the use of the house makes it modern, showcasing the products in different lights.

The use of different doors/ rooms also shows how each piece of the collection while different is connected.

Why do older brands need to draw on their heritage?

As a brand grows it builds goodwill and with that loyal customers. While the original customers of Dior may be elderly (or may have even passed away), what this ad does is encapsulate that feeling, that mystery of wearing Dior and the feeling behind the brand and show it in a familiar but different way.

Drawing on heritage is different from simply advertising or marketing the same way that a brand may have done twenty, fifty, or a hundred years ago. It is about taking what we in marketing call brand essence - that thing that makes the brand special and highlighting it in a modern way. This Dior ad is currently featured on TikTok and works through a range of digital marketing platforms.

Gucci is a brand that used this approach successfully close to a decade ago, capturing millennials through marketing channels and imagery that appealed to this demographic. It remains one of the most popular luxury brands to this day due to tapping into this heritage.