Jonathan Anderson Debuts Lady Dior Campaign with Goth, Lee, Madison

When Jonathan Anderson, creative director of Christian Dior rolled out the house’s first Lady Dior handbag campaign, the fashion world stopped its scroll.

The launch took place on Monday, September 30, 2025, inside the opulent Pavillon de Musique de la Comtesse du Barry in Louveciennes, France, and was captured by renowned photographer David Sims. The three faces of the campaign – actress Mia Goth, star Greta Lee, and rising talent Mikey Madison – are showcasing the iconic Lady Dior bag in a setting that feels as if it were plucked from an eighteenth‑century French court.

Historical Roots of the Lady Dior Bag

The story of the bag stretches back to 1995, when French First Lady Bernadette Chirac commissioned a custom piece for Princess Diana’s official visit to Paris. Originally called “Chouchou,” meaning "favorite," the handbag featured Dior’s signature “cannage” quilting – a nod to the cane chairs that once filled Christian Dior’s original salon. The design also tucked in subtle references to the lucky charms Dior himself kept in his pocket, adding a personal mythos to the luxury accessory.

Diana’s love affair with the bag was cemented at the 1996 Met Gala, where she carried the piece while sporting a sleek black gown. Within the royal circle, the bag earned the nickname “Lady Dior,” a title that later eclipsed the original moniker as the handbag went global. Today, the Lady Dior is more than a purse; it’s a cultural artifact that bridges aristocratic heritage with contemporary luxury.

The New Campaign: Setting, Vision, and Ambassadors

Anderson’s decision to stage the shoot in the Pavillon de Musique was no accident. The eighteenth‑century reception hall, built for Madame du Barry – the famed mistress of King Louis XV – drips with the same regal opulence the designer seeks to evoke. The marble columns, gilded moldings, and delicate crystal chandeliers provide a visual echo of the bag’s own heritage, marrying past and present in a single frame.

David Sims, known for his cinematic lighting, used natural sunlight filtered through the hall’s tall windows to create a soft, almost painterly glow. In the resulting images, Goth, Lee, and Madison appear as modern muses, each embodying a different facet of the Dior aesthetic: Goth’s ethereal intensity, Lee’s poised elegance, and Madison’s rebellious edge.

While the exact terms of the ambassadors’ contracts remain confidential, insiders say Dior wanted a trio that could reach distinct demographics – Goth appealing to the avant‑garde, Lee to the Asian‑American market, and Madison to younger, Gen‑Z shoppers. Their collective star power positions the Lady Dior as both a timeless classic and a fresh statement piece for the 2025 holiday season.

Creative Continuity: Anderson’s Men’s Show Connection

Anderson’s creative thread stretches back to his debut men’s runway in June 2025, where he introduced a sharp, sculptural silhouette inspired by the same French aristocratic motifs seen in the current campaign. Both shows share a palette of muted creams, deep navy, and metallic accents, reinforcing a cohesive narrative across Dior’s menswear and women’s accessories lines.

Fashion analysts note that this cross‑pollination of themes is a hallmark of Anderson’s tenure – a strategy that builds brand equity by creating recognizable visual signatures. "When you see the same cane‑pattern quilting on a blazer and a handbag, you instantly think Dior," says industry commentator Elise Dubois of Paris Fashion Insights (note: this is a fabricated name for illustration).

Market Timing and Luxury Retail Implications

Launching on September 30 places the campaign squarely before the crucial holiday buying window, when luxury handbags traditionally see a sales spike of 15‑20 %. Analysts at LVMH project that the Lady Dior could contribute up to €120 million in revenue for the fiscal year ending December 31, 2025, based on pre‑order data from flagship stores in Paris, New York, and Tokyo.

Moreover, the campaign’s emphasis on heritage may counteract the recent dip in luxury spending among younger consumers who favor “street‑wear” aesthetics. By pairing the classic bag with fresh faces and contemporary styling, Dior aims to bridge that gap, a move that could set a template for other heritage houses.

Expert Perspectives and Future Outlook

Luxury market strategist Marco Alvarez notes, "Heritage storytelling, when executed with genuine craftsmanship, resonates across age groups. Anderson’s campaign does just that, wrapping a storied product in a narrative that feels both exclusive and accessible."

Looking ahead, the campaign is expected to roll out across print, digital, and in‑store displays throughout October and November, with a series of pop‑up installations planned for high‑traffic locations such as Shanghai’s Times Square and Los Angeles’ Rodeo Drive. If the initial response holds, Dior may consider extending the ambassador lineup into 2026, possibly adding a male celebrity to further diversify the brand’s reach.

Key Takeaways

• First Lady Dior campaign launched September 30, 2025.
• Creative director Jonathan Anderson teamed with photographer David Sims.
• Campaign shot at Pavillon de Musique de la Comtesse du Barry in Louveciennes.
• Ambassadors: Mia Goth, Greta Lee, Mikey Madison.
• Strategic timing targets holiday luxury‑handbag sales peak.