Dior’s Latest Bag is a Nod to Family Legacy

Maria Grazia Chiuri’s daughter becomes the ambassador of the Lady 95.22 bag

With the latest “manifesto-campaign” for the Lady 95.22 Bag, Maria Grazia Chiuri – Dior’s creative director – presents her intentions for the future of the French Maison loud and clear. It is all about family and turning the brand into a business that thrives thanks to a web of trustworthy relationships. The ambassador of this new era is no less than Chiuri’s daughter, Rachele Regini, who had already joined the artistic team as a cultural advisor in the past few years.

Now, Regini becomes the representative of the House’s balance between its yesterdays and tomorrows – between its legacy and its desires for the future. The 25-year-old creative embraces the unique history of Dior with ease. Yet, she offers a twist that is typical of the impetus character of the current generation. Similarly, the Lady 95.22 reinterprets Lady Dior lines with audacity. The bag, designed in both black and white, returns to Dior’s eternal cannage motif, a reference to the 18th-century fashion technique of weaving on a frame using rattan cane. A symbol of the Maison since the 1940s, the pattern is now revisited with unprecedented proportions. 

Seen through the attentive lens of photographer Brigitte Lacombe, Regini appears spontaneous and practical, but also very elegant and feminine. She wears a pair of baggy jeans, a long black coat, and varnished boots. As she says in her video campaign, which was captured by Tess Ayano, femininity “doesn’t have to do with what you’re wearing.” Rather, it is the expression of one’s awareness of their value and possibilities. It seems that Regini carries the secrets of the future success of Dior with her… perhaps, they are all delicately placed in her Lady 95.22.

See the full video below:

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