Today was the launch of the first of the four part short films for Lady Dior the Noire Affair staring Marion Cotillard and the Lady Dior accessories. The story behind the earlier campaign photo with Marion Cotillard at the Eiffel tower has been revealed..well sort of, as the second of the other chapters, Lady Rouge shot in New York, will come out in the fall.

It is a smart strategy to engage the customers with a story in order to sell the line. They truth is that this is not the best of times for luxury houses and accessories are still considered a reasonable treat. In case you cannot get the bag; there are many other “entry level” items available (see the image below).
As a campaign innovation it is also smart to develop the film medium further. Dior CEO Sidney Toledano finds the formula wanting and with more people going on-line to find their information it makes sense to create multi-platform advertising; thus said the print campaign will accompany the film instead of a regular campaign. In any case, having a film star and director, Paris as a backdrop and an a well done film noir story is rather nice for a change.
Never mind that there were so many 40s skirt suits on the runway this season.