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I’m not normally a fan of anything Dior, but it seems they are trying to reposition their brand to appeal to a younger, hipper demographic and I definitely approve of their new direction. Their new campaign is titled Miss Dior Cherie and is directed by Sophia Coppola, stars model Maryna Linchuk and features the music of the ultimate French chanteuse, Brigitte Bardot.

The concept for the ad is nothing special and would go unnoticed as another boring tv spot had it been for L’Oreal starring Beyonce, but Coppola’s style is famous for bringing out the beauty in the everyday. Linchuk takes on the identity of Miss Dior Cherie, a youthful, carefree soul who romps through gay Paree and enjoys all the accoutrements of girlhood—chocolates, fantasy dress-up and Vogue. Perhaps I’m giving Dior less conceptual credit than is due, as this ad comes in year of the 50th anniversary of Barbie. Intentional or not, Miss Dior Cherie embodies the modern girl’s interpretation of the Barbie ideal. I’d love to see this campaign continue in an episodic format, following Miss Dior Cherie through all the trials and tribulations of a contemporary girl living the charmed life.

Brigitte Bardot - Moi Je Joue (234 kbps VBR)

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