Be Dior

Dior is a French luxury goods company that designs and retile ready-to-wear, leather goods, fashion accessories, footwear, jewellery, timepieces, fragrance, make-up and skin care products. Over the years, Dior has created a brand image that sells the idea that wearing Dior will make you elegant, romantic, confident, powerful, luxurious and feminine. So in their newest “Be Dior” flap bag campaign, who better to select than Jennifer Lawrence, who is known for her refreshing and authentic attitude. 

Jennifer Lawrence, if you don’t already know, is practically a household name at this point. She is very well known for her roles in The Hunger Games, Silver Linings Playbook, which earned her the Academy Award for Best Performance by an Actress in a Leading Role. In the entertainment industry where women are highly sexualised, drop-dead gorgeous and demure, Jennifer Lawrence brings a breath of fresh air with her quirky personality. She is known for being witty, clumsy and best of all, she is like most of us girls. However, there are times when JLaw has shown us that she can still be a polished, elegant and powerful woman. 

I feel that Dior made use of the characteristics and traits that are associated with JLaw to portray the brand image that comes with the "Be Dior" flap bag. Dressing JLaw in pantsuits and pushing back her short hair gives her a sense of power and authority that is very rarely portrayed in fashion. This suggests that Dior is expanding their market and using the advertisement to target women in the late 20s and early 30s who are making their way up the business ladder. 

http://www.fashiongonerogue.com/jennifer-lawrence-be-dior-bag-miss-dior-fall-2014-ad/

http://www.dior.com/couture/en_us/womens-fashion/leather-goods/be-dior