AD CAMPAIGN RELEASED
Christian Dior “Secret Garden 2 – Versailles”
On May 3, 2012 Dior released a video entitled “The Secret Garden” on YouTube which went viral. The advertisement for the fall 2012 collection had over 17 million views at launch and the extended version that was released two days later had over five million views.
The accompanying print campaign is supposed to debut in Vogue China this weekend. The advertisements will be in Italian Elle, as well as Korean and French Vogue later this month. The “Secret Garden 2” project was encouraged by the overwhelming response to the mini film and campaign that launched a year ago.
These ads are a sneak peak of what we will be seeing in the 2013 campaign. Dior is unleashing a second installment depicting another dreamy escapade filmed at Versailles, this time in a foggy forest not far from the Petit Trianon. Dior addicts are anxious to see the new campaign and undoubtedly know that the Secret Garden fairytale will be spectacular. The one-minute film is expected to be released in June on the DiorMag and dior.com.
The image above takes inspiration from Édouard Manet’s famous painting “The Luncheon on the Grass.” The three protagonists are dressed in the fall Dior collection by Raf Simons, creating a surreal, fairy-tale atmosphere as women gather near barren trees, some covered in ivy. Their picnic blanket is strewn with Diorissimo handbags, in addition to a basket of fruit.