Posted on June 3, 2012

Normally I would begin with a punchy opening line summarising the overall theme from the featured campaign. Unfortunately this Dior Addict campaign starring Daphne Groeneveld and shockingly photographed by the legendary Tim Walker is so bland, it makes no sense whatsoever.

I’m a huge Tim Walker fan. His photographs are usually exciting, ethereal and extremely creative, which is why I am baffled at these insipid, unimaginative collection of photographs  that have no narrative, continuity or connection to the fragrance.

According to the brand, “Dior Addict is a universe composed of three fragrances with contrasting scent compositions. Every shade of the palette asserts the audacious and complex personality of the Dior Addict woman.” With all due respect to Daphne, who is in fact a fabulous model, exactly where are these “shades” and “personalities” of the Dior Addict woman? In her tan? If they’re meant to be symbolised by the pair of hands holding up the fragrances and flowers then it doesn’t work, and furthermore has no relationship to any of the other images.

Sadly all I see are a rushed set of photograph’s that do not even touch upon Walker’s brilliance when it comes to photography and executing concepts. They would have looked far better in a editorial from a teen magazine or even an instagram account, than a Dior campaign.


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