In a landmark moment signaling a fundamental shift in its creative direction and market strategy, the House of Dior has launched its inaugural coed advertising campaign, coinciding with the highly anticipated arrival of Jonathan Anderson’s debut Spring/Summer 2026 collections in boutiques worldwide. Anderson, who made history last June as the first creative director appointed to oversee both the women’s haute couture and ready-to-wear lines and the men’s divisions simultaneously, has cemented his unified vision by merging the two narratives into a single, cohesive visual statement.
This groundbreaking campaign, captured through the naturalistic lens of legendary photographer David Sims, represents the most significant recalibration of Dior’s visual identity since Anderson was named the brand’s eighth couturier. Moving away from the high-gloss narratives and grand theatricality that have characterized recent Dior advertising, the SS26 campaign embraces a more intimate, candid, and inherently modern sensibility, focusing on the character and intuitive style of the diverse individuals wearing the clothes.
The brand emphasized this liberated approach in an exclusive statement, noting that "The Dior clique appears to embrace a liberated sense of style, willing to play with clothing and accessories. Style is how these individuals conduct themselves: the intuitive sense they have when their appearance feels right, and how they dress up each day to become a new character."
Anderson’s core philosophy—the blurring of lines between men’s and women’s wardrobes—is explicitly reflected in the casting and styling, which will ripple outward, transforming store displays and merchandising strategies across Dior’s global network of flagships and pop-ups. The designer is aiming for a "transversal" shopping experience, where clients feel encouraged to explore pieces regardless of traditional gender labels.
A Galaxy of Talent: The Ensemble Cast
The campaign features a meticulously curated ensemble cast drawn from the worlds of cinema, sport, and fashion, reflecting Anderson’s penchant for eclectic and influential ambassadors.
Leading the line-up are established brand faces alongside newly anointed muses. American actress Greta Lee, who was named a Dior brand ambassador last September, brings her signature blend of sophistication and edge. Lee is featured in a moment of quiet glamour, pictured trying on a pair of sleek black slingback shoes—a nod to the newly vitalized feminine footwear division helmed by Nina Christen, whose designs channel the spirit of vintage Roger Vivier creations for the house. Lee has previously showcased her alliance with Dior on high-profile red carpets, including the Venice Film Festival and the premiere of Tron: Ares.
Football superstar Kylian Mbappé, a Dior ambassador since 2021, projects a grounded yet aspirational aura. Captured in both casual looks—a sweater paired with faded jeans—and formalwear, including a tuxedo, the Real Madrid player is seen in various intimate settings, including lounging in a hotel room and posing under a 1928 portrait of Christian Dior by Paul Strecker. Anderson praised the athlete’s unexpected depth: “Kylian has this rare ability to make strength feel gentle, and David captures that with a precision that feels almost intimate. Kylian’s humility brings a softness to every frame. You see these images and there’s this instinctive desire not just to understand him, but, for a moment, to become him.”
French cinema is represented by the enigmatic actor and director Louis Garrel, who embodies a refined, Gallic nonchalance. Sporting a subtle five-day beard, Garrel effortlessly moves between contrasting pieces, from a classic gray flannel suit to a striking apple-green knitted cape. Anderson noted, “It’s a dream to have Louis in this campaign. He has that effortless French charm—timeless, but entirely contemporary. These images feel like a chance encounter, something you might experience in a corridor at a party, a moment that lingers long after.”
Introducing the New Faces of Dior
Anderson’s strategy also involves cultivating the next generation of talent, highlighted by the inclusion of two notable rising stars: French actor Paul Kircher and model Sunday Rose.
Kircher, known for his critically acclaimed performances in films like Winter Boy and And Their Children After Them, is newly minted as a Dior brand ambassador and is positioned as the quintessential "Dior man" for the modern age. Anderson was effusive about the 24-year-old: “I love these images of Paul—they perfectly capture the Dior I’ve been dreaming toward: elegant yet youthful, infused with a fresh sense of modernity. He’s an incredible young talent who has an innate sense of style and charm and who, from our very first meeting, I knew was the perfect representation of the Dior man today.”
Kircher’s shots showcase key archival references, including a version of the iconic Bar jacket reinterpreted in forest green Donegal tweed, and deep-pleated cargo shorts inspired by the 1948 Delft dress. In a more sensual portrayal, the actor, wearing a black eye mask, pairs a striped blue shirt and faded denim with a knitted cape, embodying the playful spirit of Anderson’s gender-fluid vision. Kircher’s appointment signals Anderson’s focus on bolstering the men’s ambassador ranks, following a slew of recent women’s appointments including Mikey Madison, Mia Goth, Lingling Kwong, Orm Kornnaphat, and 070 Shake.
The youthful contingent is rounded out by Sunday Rose, the 17-year-old daughter of Nicole Kidman and Keith Urban. This marks only her second major ready-to-wear campaign, following her runway debut at Miu Miu in October 2024. Sunday Rose, alongside models Laura Kaiser and Saar Mansvelt Beck, is captured lounging together on a Louis XVI-style settee, dressed in sheer evening gowns and an array of footwear adorned with bows—a recurring motif Anderson is establishing as a key brand signature. Rose previously walked in Anderson’s October women’s show and appeared in the Pre-Fall 2026 look book.
Shared Codes and Historical References
The campaign imagery, presented in both color and black-and-white, serves as a visual lexicon for the shared codes Anderson established across his debut men’s and women’s collections. His designs bridge modern wardrobe staples with deep dives into Dior’s heritage, particularly Christian Dior’s obsession with the 18th century.
The collection features fresh interpretations of knitwear and denim alongside more formal elements, such as lace evening gowns, stiff collars, and ties. The dialogue between the two divisions is evident in the detailed pieces shown: from the archival tailoring references seen on the men to the intricate, bow-decorated footwear and sheer fabrics presented on the women.
Accessory Power Play
Beyond the ready-to-wear, the campaign places significant emphasis on accessories, showcasing the key items hitting stores as part of the initial drop. These still-life shots are often set alongside unexpected elements, such as a bowl of cherries and a half-peeled orange, adding to the campaign’s naturalistic charm.
Iconic Dior bags have been reimagined, including fresh takes on the Lady Dior and the Bow bag. The Book Tote receives a literary update, embroidered with covers of classic novels, notably Bram Stoker’s Dracula. For men, the Normandie bag is highlighted. Furthermore, the campaign offers a glimpse of women’s styles in the pipeline, such as the Cigale, Crunchy, and Diorly bags. A particularly notable piece is Anderson’s collaboration with artist Sheila Hicks on a Lady Dior bag, adorned with striking red tassels.
The footwear selection available immediately includes the Initials, Aurore, Bow, Muse, and Bloom styles for women, and the Roadie, Saltwind, and Archi for men, all designed to complement Anderson’s unified vision of dressing.
The realization of this pivotal campaign was executed by a trusted creative team. Styling was handled by Benjamin Bruno, who previously collaborated extensively with Anderson during his successful 11-year tenure as Creative Director of Loewe. Makeup was managed by Yadim Carranza, and hair styling by Guido Palau, ensuring a cohesive and sophisticated look that officially introduces the world to the new, liberated era of Dior under Jonathan Anderson.