Dior Brings Four Stars to LACMA for Cruise 2027 Campaign
Jennifer Lawrence, Greta Lee, Taylor Russell and Drew Starkey lead Dior's cruise 2027 campaign.
The portraits were taken at the Los Angeles County Museum of Art, known as LACMA, by photographer Sam Rock. All four actors are brand ambassadors for Dior, the French fashion house, which means they wear its clothes in public and front its promotions. The museum setting links the pictures directly to the clothes inside them, according to WWD.
Dior showed its cruise 2027 collection at LACMA in May. Cruise is the between-seasons range, presented outside the main spring and autumn calendars and once built around holiday travel. Designer Jonathan Anderson staged that May show beside the museum's new wing, designed by Swiss architect Peter Zumthor. The campaign returns to the same site.
That continuity matters for shoppers. A fashion campaign is the set of photographs a brand uses to introduce a season. Shooting it where the catwalk show took place keeps the story tight. Previews often arrive weeks before the clothes reach the shop floor, giving stores images to use in windows and online.
The new pictures put the bags to the fore. Taylor Russell carries the Dior Initials Hobo, a triangular-shaped shoulder bag. Greta Lee carries the Dior Double, a structured satchel with two top handles. Both styles are presented as key accessories for the season.
Bags are big business. For large fashion houses, leather goods are typically among the strongest sellers, and campaigns often give them close focus.
Drew Starkey carries the men's offer. He wears the oversize Dior Double-Up Messenger, worn across the body. He also wears a plaid shirt from Dior's collaboration with artist Ed Ruscha, whose text-based work is closely associated with Los Angeles. Lawrence appears alongside the three younger ambassadors, extending her long run with the house.
What makes this stand out is the group approach. Many luxury campaigns focus on one face. Here Dior puts four actors together in a cultural landmark. It is a simple idea. Four familiar faces, one recognisable place.
For fans, this means more is on the way. The full campaign will be released on 22 October, timed to the arrival of the cruise 2027 collection in stores, according to WWD.
