PARTNERSHIPS | COMMUNITY | PODCAST | FRIENDS
A24 And Dior Strike A Two-Year Partnership
Sabrina Carpenter & Jonathan Anderson // Courtesy of A24
A24 and Dior have inked a first-of-its-kind, two-year partnership to meld the worlds of film and fashion.
The Big Picture: Fashion houses have been weaving deeper relationships with the film community, with some even launching their own production companies. It’s a natural evolution for brands in both industries, where taste now spans all formats and artistic expressions. It’s a collaboration of culture.
Behind The Scenes: With A24 evolving into a lifestyle brand and Dior creative director Jonathan Anderson regularly costuming films, it was only a matter of time before a deal like this went down.
The partnership was announced via an Aidan Zamiri-directed short film, in which Sabrina Carpenter, Josh O’Connor, Drew Starkey, Camille Cottin, and Sophie Wilde audition to play Anderson.
The partnership will see Dior become the main partner at A24’s Cherry Lane Theatre in NYC, with the collaboration kicking off during a performance of Justin Vivian Bond and Zack Winokur’s Both Ends. Anderson designed the costumes, of course.
The partnership aims to “connect audiences to established and emerging artists through live experiences, be it on-screen or onstage, while cultivating a wider creative community,” according to Hypebeast.
Last Looks: Anderson told The Financial Times that the collaboration is about “selling the idea that a brand is real.” That’s not just marketing speak — Anderson is leaning into how brands have evolved into identity markers that say something about a person. There’s a reason people have such devotion to A24, which arguably has the best brand cachet of any Hollywood studio today.
Anderson cultivated a similar devotion at his label, LOEWE, and hopes the partnership can revitalize the love for the 79-year old Dior among a new generation of tastemakers and young people.
Coming Soon: Expect A24 to do some streetwear-like drops of Dior-designed merch for popular A24 movies. The Letterboxd community is already salivating.
Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.