Dior D-Journey Spring 2025 Campaign

Dior embraces its playful side with a brilliant new film campaign highlighting the launch of its D-Journey bag. The campaign was created in partnership with filmmaker Benjamin Vu and photographer Marili Andre.

The short film cleverly apes the format of an 80s infomercial, fronted by none other than iconic actress and house ambassador Rosamund Pike. With her mellow voice and some gentle background muzak evoking a serene soundscape, she guides viewers at home through the distinguishing features of the house’s latest bag. Some of them – like its crossbody functionality, impeccable craft, and capaciousness – are serious, while some – like the claim that it supports your parasympathetic nervous system – are more tongue-in-cheek. In a fun self-aware moment, the narrative even points out how the bag differs from the house’s existing lineup, emphasizing its unique new place in the Dior roster.

Rounding out the film’s playful vision of a utopia of high-powered women are other brand ambassadors. Along the way, Pike is joined by film star Sonam Kapoor in the role of an overwhelmed editor-in-chief, as well as Olympic tennis champion Zheng Qinwen fresh off the court, Camille Cottin and Deva Cassel, in the middle of rehearsals or meditation, and model Anyier Anei.

Humor isn’t something that’s been a key ingredient in Dior’s design or marketing identity, so it’s a fun twist to see the brand directly embrace a more playful side. At the same time, the crisp and elegant styling keeps things close to the brand’s signature aesthetic, balancing parody with a serious look at functional, sophisticated design. The narrative video format also perfectly lends itself to social media engagement.

Informative yet playful, unserious yet seriously elegant, the campaign is a clever way to introduce the house’s latest versatile icon.