Fashion

Dior Collaborates with Instagram Phenom Bessnyc4 on New Sunglasses Campaign

Fashion

Dior Collaborates with Instagram Phenom Bessnyc4 on New Sunglasses Campaign

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While many luxury brands are exploring the notion Instagram-tailored teasers for their latest campaigns, Dior has taken it one step further, joining forces with the man behind one of the fashion world’s favorite accounts, Doug Abraham, the collage artist behind Bessnyc4.

Best known for its cheeky, oft subversive mashups of fashion advertisements and pop culture references, pornographic images and various found footage, Bessnyc4 embraces luxury fashion as much as it parodies it. The collab is a clever move for Dior, a house not known for its innovations in the social media space (do you guys even follow Dior on Insta? I don’t).

The partnership makes even more sense given what they’re pushing. The DiorSplit sunglasses are a collage in glasses form; a wearable take on Abraham’s runaway concept.

For the IG-friendly promos, Abraham created five short films by merging images from the Dior archive with the house’s current campaign, shot by Patrick Demarchelier. And in one fell swoop, Dior becomes relevant on social media. Bravo.