Thomas Mondo, the Founder of Bel-Ami, a Communication, Strategy Consulting, and Creation company in the fields of Luxury, Beauty, Lifestyle, and Culture, provides an exclusive description of Dior’s new powerful and cultural campaign.
Dior’s latest advertising campaign for spring-summer 2021 is making waves and leaving a lasting impression. Led by male artistic director Kim Jones, the campaign celebrates Ghanaian artist Amoako Baofo and showcases the concept of “Black Luxury.”
This campaign is truly groundbreaking and will undoubtedly go down in history. It goes beyond the typical conversations surrounding diversity, inclusion, and mixity. Instead, it embraces an “All Black” approach reminiscent of the iconic era of Franca Sozzani at Vogue Italia. There is no room for beating around the bush or hypocrisy here. Kim Jones, through this campaign, celebrates Amoako Baofo’s talent and vision without diluting his portraits or compromising on his choices, unlike many others would have done. What sets this campaign apart is that it takes a step that no other major fashion house has ever taken before – staging African aesthetics in a contemporary manner, without relying on clichés like the sapeur subculture.
Kim Jones voices his admiration for Amoako Baofo’s work and expresses his desire to collaborate with an African artist due to his personal connection to Africa. African art has always been a significant part of his life.
The visual codes of this campaign are crystal clear. The simplicity of a studio setting creates a canvas for contrast and confrontation. The triptych of black skin, vibrant backgrounds and garments, and powerful flower motifs result in a compelling artistic direction. The presence of flowers adds an emotional element to the campaign.
Poetic, mystical, artistic, and jubilant – this campaign demonstrates that advertising can transcend its purpose and merge with art.
One reason why Kim Jones succeeds where others have failed could be attributed to his background. He is of Asian origin, holds British nationality, and grew up in Africa. This unique combination allows him to embrace influences from various cultures without complexes or preconceptions. Notable examples of this include his initiative in the Louis Vuitton x Supreme collaboration. He fearlessly incorporates these influences into his work. In contrast, many designers and artistic directors have contemplated taking such steps but have often retracted due to the fear of offending their boards or traditional clientele.
Dior, led by its polymath artistic director, deserves recognition for celebrating black identity and incorporating it into the realm of fashion imagery. It is commendable for making a “color block” statement that seems almost normal. Dior, we adore you!
Visual credits: ©Dior ©Bel-Ami
For more information on Dior’s campaign and the work of Amoako Baofo, please visit the following links:
1. Dior’s Legacy of the Black Panthers Looks
2. Amoako Baofo’s Official Website
