The French luxury fashion house, Christian Dior, isn’t synonymous with the sportswear world, but that seems to have changed with the label’s latest offering.
As part of Dior’s Cruise 2022 collection, creative director, Maria Grazia Chiurri launched a line that takes a rather unexpected approach to sportswear: Dior Vibe.
The line includes gym-inspired attire such as leggings, futuristic looking sneakers, jackets and is inspired by the freedom of movement in sport which is why these 8 rising athletes feature in Dior’s campaign.
The series of inspiring photographs have been shot by photographers Min Hyunwoo, Wang Ziqian, Harry Eeelman and Dan Beleiu and star Somali boxer Ramla Ali, Greek athlete Athina Koini, Italian prima ballerina and director of Rome Opera House Ballet Eleonora Abbagnato, Afghan-Danish soccer player Nadia Nadim, Chinese national team fencer Sun Yiwen and surfer Darsea Liu, Korean figure skater and Olympic champion Yuna Kim, and American skateboarder Briana King.
Ramla Ali made history as an amateur boxer who went on to become the first Muslim to win an English title before representing Somalia in 2017 and made another mark in history in 2021 as the first Somali woman to ever compete in the Olympics.
The French fashion house’s campaign conveys each athlete showing the sport they play wearing the Dior Vibe line, which features Dior Étoile, Dior Athlet, and Dior Oblique motifs, as well as the Dior Vibe bags.
The Dior Vibe line and this particular ad campaign was unveiled at the Panathenaic Stadium in Athens, with the Dior Cruise 2022 collection being “an ode to sports.” Maria Grazia Chiurri shared, “Sport has played a great role in the emancipation of women. I think we need to remember that women have had to fight to play their favorite sports… [and] that fight still goes on today.”
Not only has Dior developed their own line of sportswear, but also home fitness products including a wellness ball, a multi-function bench, and a treadmill, in collaboration with Technogym that all have the Dior logo on them.