V Exclusive: BTS of Dior’s Pre-Fall Campaign

Dior’s pre-fall collection includes a new bag and Jennifer Lawrence.

Since opening in 1946, the 30 Avenue Montaigne House has been at the epicenter of Dior‘s visions. It was this place that inspired Maria Grazia Chiuri when designing the brand’s pre-fall collection, named after the house.

“The connection we develop to a place can be extremely powerful. I felt it right away when I stepped inside 30 Avenue Montaigne, the House’s historic birthplace. I thought about creating a new line that would reflect the identity of the House and, at the same time, offer women the opportunity to create a ‘My Dior’ allure in harmony with their lifestyle,” she said.

In exclusive video provided by Dior, we see Jennifer Lawrence, the face of the collection, in muted tones at an art gallery under renovation. Likewise, the images of the capsule collection are all based around the classics and already renowned pieces. This ideal mini wardrobe is one that acknowledges the history of the House and staple items but with Chiuri’s take.

The Dior Book Tote Bag, the Bar jacket, a white J’adior t-shirt, sling-back J’adior shoes and a new addition to Dior bags- 30 Montaigne, that is a reflection of the House. Materials used to create the pieces were a selection of natural fabrics as well as the contrast of “new energy” by also using denim, lace and cotton.

30 Montaigne drops today and will be available in a select number of Dior boutiques. Watch the V-Exclusive BTS of the campaign featuring Jennifer Lawrence above.

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