Dior Commercial Episode 3: Jodi Bieber - Feminine, plural spot commercial 2024
VIDEO Christian Dior Episode 3: Jodi Bieber - Feminine, plural TV commercial 2019 • Jodi Bieber explains how her relationship with the House of Dior began, as well as how she aims to keep challenging stereotypes and standards of beauty in South Africa, which have begun to shift. Discover more about her work and dive into Jodi’s images combining Dior’s couture spirit with contemporary African décor, punctuated by flowers and succulent plants, for the Cruise 2020 collection by Maria Grazia Chiuri.
00:02 I love South Africa, I’m born and bred here
00:05 and the fact that you’ve used African and South African models,
00:10 the fact that you have used South African production people,
00:15 for me that means that it’s building into the economy
00:19 and it’s a beautiful country with beautiful people so
00:23 I am so happy that Dior decided to come to South Africa.
00:30 I was on a fellowship in New York
00:32 and I received an email
00:34 and I was thinking like wow
00:37 how did Dior find me?
00:39 Because it’s something that I would never have imagined
00:44 in my life and I really felt quite honoured.
00:47 I usually photograph in quite an intimate setting
00:51 that relates to the person I’m photographing,
00:54 but because this was a situation where I was using models,
00:59 I chose things that were traditional
01:03 and you would find them in South African homes,
01:06 like the mother and child photograph, it’s a very well-known picture.
01:11 I wanted to sort of shift the narrative around what beauty is.
01:16 So, if you look at Julianna, she’s got a masculine,
01:20 feminine kind of look
01:22 and so I wanted to bring in a more gender-neutral look.
01:26 Then also in Africa,
01:28 it’s only recently
01:30 that black women are embracing their natural hair.
01:34 When I created my project “Real Beauty”,
01:37 very dark models in Africa were not appreciated,
01:41 that the lighter skin models were seen as more beautiful.
01:46 Then, in Africa it was perceived that the fuller body figure
01:51 was healthier
01:53 and so that’s why Howa
01:56 was tall and thin
01:59 to challenge those kind of stereotypes.
02:03 So yeah, it was really for me
02:06 energising and exciting to do
02:09 and I challenged myself in the way of like
02:13 shooting in studio,
02:15 wanting the natural light.
02:17 I’m really, really happy with the shoot,
02:20 it’s like when I put the mood board together
02:24 it’s where I wanted to go and it’s even better than I expected,
02:28 so I’m very happy.
02:30 Just from the fact of the outfits I selected
02:33 and when the models came out,
02:36 I mean there’s something just so intricate
02:39 and beautiful and delicate about what she creates.
02:43 It doesn’t feel like over the top,
02:47 it sort of feels that I could see the models
02:50 that I use like going out in the evening
02:53 to a special occasion in that outfit.- advertisement spot 2019
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