Dior Commercial Episode 3: Jodi Bieber - Feminine, plural 2025

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