Style Dior and Daft Punk, the SS22 campaign of the French fashion house

Dior and Daft Punk, the SS22 campaign of the French fashion house

Andrea Tuzio

It was the end of 1997 and a 15 year old me was struck by a song and its video.
A sort of Stendhal syndrome that crystallized me in front of the screen kidnapped by the movements of the dancers, by those lights and by that sound that immediately caused me a very strong increase in adrenaline.

The song is a masterpiece of french-touch and electronic music in general Around The World by Daft Punk, the second single taken from Homework, the second album of the duo composed by Guy-Manuel de Homem-Christo and Thomas Bangalter, disbanded practically a year ago, on February 22, 2021. The video of Around The World was shot by French director Michel Gondry (director of Eternal Sunshine of the Spotless Mind scripted by Charlie Kaufman) and shows robots walking on a platform representing a vinyl, “high athletes” walking up and down the stairs, women dressed as synchronized swimmers (“disco girls”) also in perpetual motion up and down the stairs, skeletons dancing in the middle of the “disc” and mummies moving to the rhythm of the drums of the song. 

Gondry made the video as a visual representation of the song with choreography by Blanca Li and each element in the video represents a different instrument: the robots represent the vocal part (the robotic voice) of the song; the athletes symbolize the bass; the “disco girls” the keyboard; the skeletons the guitars and the mummies the drum machine.

A curiosity is that the choreography seems to be a reference to the Italian ballets of italodisco as that of Stefania Rotolo on the notes of the theme song of Ufo Robot during the transmission of Rai Tilt in 1979.

Yesterday, Dior presented Maria Grazia Chiuri’s Spring/Summer 2022 campaign with a video that, to the sound of Around The World, introduces us to the playful, pop mood of the collection, whose influences range from the revolutionary 1961 Slim Look collection by the maison’s former artistic director Marc Bohan, to the Italian art movements of the 1960s and the legendary Roman nightclub, the Piper Club

Below you can take a look at Dior’s new SS22 campaign inspired by Daft Punk’s Around The World.

Written by Andrea Tuzio
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