Dior has tapped rising stars Sophie Wilde and Ever Anderson as its newest brand ambassadors, signaling a continued strategy of aligning with emerging talent and reinforcing the French house’s connection to the world of cinema. The announcement, confirmed on , comes as Dior expands its roster of ambassadors under the creative direction of Jonathan Anderson.
Wilde, an Australian actress gaining international recognition, most recently garnered acclaim for her role in the horror film “Talk to Me,” earning her the prize for best lead actress at the Australian Academy of Cinema and Television Arts awards and the Chopard Trophy at the Cannes Film Festival. She is also known for her work in the Netflix series “Everything Now” and is slated to appear in Alejandro G. Iñárritu’s upcoming film “Digger,” alongside Tom Cruise and Riz Ahmed. Anderson, the daughter of Milla Jovovich, has also been building a profile in both film and fashion.
The pair will appear alongside Mia Goth in a new campaign for Dior’s Rose des Vents jewelry collection, a line inspired by Christian Dior’s personal talisman. This collection, described as a point of “patrimonial anchorage,” represents a blend of the house’s heritage and contemporary desire. The campaign aims to present the jewelry not merely as ornamentation, but as an extension of identity and a fragment of personal narrative.
Dior’s ambassador appointments have significantly increased since Jonathan Anderson took the helm as creative director. This year alone, the house has welcomed LaKeith Stanfield, Josh O’Connor, Drew Starkey, Taylor Russell, and Florence Hunt to its growing family of brand representatives. This expansion reflects a deliberate shift in strategy, moving away from relying solely on established celebrities and towards cultivating relationships with actors and artists on the cusp of wider recognition.
This approach, according to industry observers, is a calculated move to tap into a different kind of influence. Rather than simply leveraging existing fame, Dior is investing in talent with demonstrable artistic credibility and a growing fanbase. Wilde’s recent accolades and upcoming projects, particularly her collaboration with Iñárritu, underscore this focus on supporting artists with strong creative trajectories.
The selection of Wilde and Anderson aligns with a broader trend within Dior of strengthening its ties to the seventh art. Christian Dior himself had a deep appreciation for cinema, and the house has historically drawn inspiration from the world of film. By partnering with actors who are actively shaping the landscape of contemporary cinema, Dior is reaffirming this connection and positioning itself as a supporter of artistic innovation.
The Rose des Vents collection, with its symbolic connection to Christian Dior’s personal beliefs, provides a fitting backdrop for this new generation of ambassadors. The collection’s design, rooted in a talisman meant to bring good fortune, resonates with the idea of supporting and nurturing emerging talent. The campaign itself is described as less ostentatious and more cinematic, reflecting a shift towards a more nuanced and introspective aesthetic.
Dior’s strategy under Anderson appears to be one of building desirability through alignment with authentic cultural voices. By choosing ambassadors who are not only visually striking but also possess a clear artistic vision, the house is aiming to create a more meaningful and lasting connection with its audience. This approach contrasts with more traditional marketing tactics that rely on sheer celebrity power.
The move also signals a potential recalibration of influence in the luxury market. While established celebrities still hold considerable sway, there is a growing recognition of the power of authenticity and the appeal of supporting emerging artists. Dior’s decision to prioritize talent with strong creative credentials suggests that the house believes this is where the future of luxury branding lies.
The appointment of Wilde and Anderson is not simply a matter of adding names to a list; it’s a statement about Dior’s values and its vision for the future. By investing in talent with artistic integrity and a commitment to their craft, the house is positioning itself as a champion of creativity and a supporter of the next generation of storytellers.
