The partnership bridges fashion and film, opening a new era of collaborative efforts between two creative powerhouses.
The relationship between fashion and film continues to strengthen through strategic partnerships between storied fashion Maisons and production houses. The latest brand tapping into the world of audiovisuals is the LVMH-owned Dior. The French luxury brand recently announced a two-year partnership with the independent giant A24.
Responsible for the Best Picture Academy Award winners Moonlight (2016) and Everything Everywhere All at Once (2022), A24 has been touted as the mastermind behind the United States’ film industry resurgence. A disruptive voice in Hollywood, the production company has made a reputation for supporting creatives and allowing them to “take control of their work.” Plus, the brand’s understanding of the new digital era and how collaborative efforts can reshape the industry has catapulted many of their projects to cult status.
Dior, a French legacy brand now helmed by British designer Jonathan Anderson, is just as notable in its field, often sparking cultural moments and disrupting the fashion scene with novel designs and buzzworthy runways. The brand has also become a pop culture powerhouse, thanks to its impressive roster of ambassadors, ranging from music icons and lauded sportspeople to respected screen figures.
The collaboration between both powerhouses is set to span theatre, film and live events, kicking off with a standalone performance of Both Ends at the historic Cherry Lane Theatre in New York. Both Ends is a theater play produced and directed by Zack Winokur and inspired by Cherry Lane Theatre’s co-founder, poet and playwright Edna St. Vincent Millay. Jonathan Anderson participates as costume designer, curating an original Paul Poiret look for Justin Vivian Bond, who wrote and stars in the play. (Poiret, the trailblazing French Art Deco designer, was an inspiration for the Dior Fall/Winter 2026 collection.)
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“There’s something thrilling about putting two creatively driven worlds side by side — you start to see what they pull out of each other that neither could’ve found alone,” said Jonathan Anderson in a statement. “That’s where the interesting stuff happens.”
Matching the crossover nature of the new partnership, Dior’s creative director joined forces with notable Dior brand ambassadors to announce the Dior-A24 team-up. In a series of short video reels, Sabrina Carpenter, Drew Starkey, Josh O’Connor, Sophie Wilde, and Camille Cottin showcased their best effort to embody Jonathan Anderson’s style and persona, reprising his signature checkered shirt and denim look, his post-runway bow or even his recognizable Irish accent.
The rest of the Dior ambassador roster, from Thai actors LingLing Kwong, Orm Kornnaphat and Apo Nattawin to English actors Robert Pattinson and Florence Hunt, as well as South Korean stars Jisoo and Jimin supported the new association on social media. The stars shared Instagram posts and stories, dressed in T-shirts with the DiorxA24 logo and announcing the creative team-up.
According to Launchmetrics, the campaign staged around the newly-minted partnership generated $13.96 million in Media Impact Value from September 10 to September 16. South Korean star Hyunjin, a close brand friend and front-row fixture at Dior events worldwide, drove the top placement: a social media post that generated $1.53 million in MIV on its own.
