Repositioning an Icon brand - Jonathan Anderson at Dior
A Case Study in Contemporary Luxury
Jonathan Anderson’s direction at Dior demonstrates how heritage brands can evolve without losing their identity.
By combining storytelling, product design and experiential retail, Dior offers a compelling example of how luxury houses can remain relevant in a rapidly changing cultural landscape.
For anyone interested in fashion, visual merchandising, retail design or brand strategy, Dior’s current evolution provides a valuable case study in how tradition and innovation can coexist.
A New Creative Direction in Luxury Fashion and Retail
Known for his transformative work at Loewe, Anderson brings a strategic vision that balances heritage, innovation and cultural relevance. His first global campaign for Dior, Spring–Summer 2026, offers a clear insight into how the brand is positioning itself for the future. This concept aligns with Anderson’s broader ambition: to invite reflection rather than dictate a singular definition of femininity.
“Am I a Lady?”
Redefining Femininity Through Storytelling
The campaign presents three female protagonists, each expressing an interpretation and reflection of femininity.
Rather than prescribing a single ideal, the campaign embraces diversity of experience, focusing on emotional intelligence, self-awareness and contemporary elegance. This approach reflects a broader shift in luxury communication toward authenticity and meaningful storytelling.
Watch all 3 videos of the campaign in the end of this post.
Visual Merchandising and Retail Design
Creating a 360º Brand Experience
The campaign narrative extends to Window displays and retail design.
Window Displays feature stacked boxes, monochromatic colour palettes and sculptural installations with kinetic movement creates visual tension while maintaining all elegance we are used to with Maison Dior.
Inside the stores, these same visual codes are echoed through display structures and spatial rhythm, ensuring coherence across all customer touchpoints.
This alignment between communication, visual merchandising and retail design experience exemplifies a fully integrated 360º brand strategy.
All content of photos and videos from several sources in Instagram: Dior, Jonathan Anderson and Luca Albero.
A Strategic Evolution Rather Than a Reinvention
What distinguishes this new chapter at Dior is its strategic clarity. Rather than pursuing novelty for its own sake, the Maison demonstrates how a heritage brand can evolve through thoughtful reinterpretation. The balance between classic references and contemporary expression allows Dior to remain culturally relevant while preserving its historical authority.
Further Academic Analysis Available for STEER Academy Students
STEER Academy students can access a comprehensive analysis of this campaign, including visual merchandising, retail design and brand storytelling perspectives. Join one of our courses and be part of this community.
