A24 and Dior’s new campaign starts with Sabrina Carpenter, Josh O’Connor, Drew Starkey, Sophie Wilde and Camille Cottin all playing versions of Jonathan Anderson. But the strange, funny film is only the entry point.In this episode, I break down the bigger two-year A24 × Dior partnership, the early audience response to the launch, why Sabrina is such an effective attention engine, and how the broader ensemble creates multiple ways into the campaign.More importantly, I look at what happens after the attention. Dior is becoming the premier partner of A24’s Cherry Lane Theatre, creating a potential connection between fashion, film, live programming, talent and physical cultural experiences.I also look at the early audience movement signals, where the campaign is already working, where the evidence is still thin, how the model compares with Saint Laurent Productions, and why Cherry Lane could ultimately matter more than the launch film itself.The big question: is this a strong fashion campaign attached to an interesting partnership, or the beginning of something much more repeatable?

Ask this episode

“What did the council decide on item 42?” — answered with the speaker and the moment.

Transcript

Related