Tag Archives: versailles

Goddesses of beauty, charm and joy inspire Dior’s third Secret Garden film

3 Jun

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Dior released its third Secret Garden film on Friday, garnering over two million views over the weekend alone.

Directed by Inez Lamsweerde and Vinoodh Matadin and styled by Carlyne Cerf de Dudzeele, it features Daria Strokous, Fei Fei Sun and Katlin Aas running through Versailles to Dépêche Mode’s track, Strange Love.

The trio of models are said to evoke The Three Graces – goddesses of antiquity embodying beauty, charm and joy, who inspired masterpieces by Raphael and Botticelli, says Dior. In line with this theme, the brand has proclaimed that this film showcases “the three faces of the Dior woman”.

Russian model Strokous enjoys the most exposure throughout the one-minute clip. She is shown walking down a corridor inside the palace, her clothes from the brand’s pre-fall 2014 collection changing as she walks. Later she is seen taking a hidden passageway and running through the gardens. At times she is pictured running away from her co-stars, while at others we see her running towards them.

As the camera cuts from close-ups of Strokous to Aas or Sun, as well as washed out flashes of them all together, the trio are pictured wearing a number of dresses in the same cut and print (see stills below). This leaves the viewer wondering whether Sun and Aas are figments of Strokous’ imagination or rather parts of her personality – or could all three women just be ghosts that are floating through the “elegant and dreamlike” Versailles grounds?

The film ends on a pose reminiscent of those ancient goddesses, and yes, it’s as enchanting and on-brand as the past two Secret Garden chapters before it.

See it below…

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By Anna Abrell

Dior returns to Versailles with second Secret Garden film

6 Jun

 

Dior has released its second Secret Garden of Versailles film, once again shot by Inez Van Lamsweerde and Vinoodh Matadin and already well on its way to viral success.

Less than 24-hours since release, and the 60-second spot from creative director Raf Simons has over 3.5 million views on YouTube. That follows hot on the heels of the first film’s 24 million views to-date for both its short and long formats combined.

The latest one sees model Daria Strokous moving from the marble hallways of the grounds’ Grand Trianon into its accompanying parkland where a bevy of other “flower women” are waiting to join her. The result is an altogether more sinister, yet equally ethereal piece of creative to last season – silhouettes among centuries-old trees, autumnal picnics surrounded by layers of heavy mist and a doubtless sense of surrealism in an enchanted forest befitting the Secret Garden title.

“Versailles hums with well-kept secrets,” reads the write-up, referencing the idea of “an extraordinary world of poetry and colour” and inspiration pooled from Marie Antoinette on the one hand and Edouard Manet’s 1863 painting “Le Déjeuner sur l’Herbe” on the other.

The fashion house’s autumn 2013 collection is front and centre, as is its Diorissimo handbag in a variety of colours seen tightly embraced by Strokous. Best of all, however, Depeche Mode provides the soundtrack again, this time with Behind the Wheel from 1987.

Below are some of the shots from its print campaign:

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Dior’s new ‘Secret Garden – Versailles’ film fulfills mag potential

8 May

 

I wrote quite a tough review of Dior’s new online magazine when it launched in February, disappointed by the lack of real editorial interest in any of the pieces being published.

While there remain a couple of misses here and there, in general the aim to “both entertain and inform” now seems to be being met. Evidence lies in a couple of great recent pieces, including this Q&A with Hongbo Li, a stylist in the flou atelier at Dior Haute Couture; and this insight on the Dior Homme pop-up shop in New York.

Even better, the brand used the platform to reveal its new autumn/winter 2012/13 campaign film, “Secret Garden – Versailles”, last week. Pushing it out through a number of teasers, it finally revealed both a 60-second short and a full three-minute version, as above, a day apart.

Created by Inez van Lamsweerde and Vinoodh Matadin, the film features model Daria Strokous alongside Melissa Stasiuk and Xiao Wen Ju in a deserted Versailles.

“A wondrous path that winds through the Galerie des Glaces, through the palace’s endless interconnecting salons, as far as the grand tree-lined walks that sweep through the classic parkland à la française… a dreamlike fashion show where Versailles is transformed into Christian Dior’s secret garden, his emblematic château,” reads the copy.

Good job.

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