ARCHIVELaetitia Casta Brings the Lady 95.22 to Life for Dior
Christian Dior's "Laetitia Casta Stars in the Lady 95.22" campaign is a film and photography project published in France in June 2023, positioning the black Lady 95.22 bag as a symbol of plural femininity and self-assertion through the personal testimony and presence of actress, model, and director Laetitia Casta.
The campaign forms the latest chapter in the ongoing Lady 95.22 series, a platform conceived to connect the redesigned handbag to a constellation of remarkable women rather than to a single aspirational archetype. The Lady 95.22 name itself carries deliberate historical weight: as reported by dior.com, it references both the original Lady Dior's introduction in 1995 and the redesigned silhouette's 2022 relaunch. That layering of heritage and modernity defines the campaign's emotional territory. Laetitia Casta, a figure who embodies exactly that intersection of French cultural history and contemporary creative authority, was chosen to personify it in France and on the global stage.
The campaign comprises a film credited to Tess Ayano, uploaded to YouTube on June 29, 2023, running approximately one minute and twelve seconds, as confirmed by the platform. An accompanying photographic portrait series was created by Brigitte Lacombe. Together, the two formats construct what Dior describes as a manifesto-campaign: Casta speaks directly about her life goals, her understanding of elegance, and her relationship to the black Lady 95.22 with its signature Cannage motif. The Clapboard Score for this campaign is 63 out of 100, reflecting a production with genuine craft credentials and strong talent alignment that nonetheless operates within a well-established luxury format convention.
ARCHIVEChristian Dior frames the Lady 95.22 platform around the idea that femininity is not singular. The strategic logic is deliberate: rather than presenting one idealized version of the Dior woman, the house constructs a series in which different women from different disciplines each interpret the bag on their own terms. Laetitia Casta, who operates simultaneously as actress, model, and film director, embodies exactly the kind of multi-dimensional identity the platform requires. Her participation is not decorative; it is argumentative, structured around a manifesto format in which she articulates personal convictions about elegance and ambition.
The competitive context in France and across Europe is demanding. Chanel, whose comparable structured bag campaigns rely on a similarly myth-laden house narrative, and Bottega Veneta, which has built an anti-logo identity that appeals to the same self-assured luxury consumer, both compete for the attention of the woman Dior is addressing. Europe is the leading regional market for luxury cosmetics and accessories, holding between forty and forty-five percent of global luxury cosmetics share in 2023, according to News Market Us. Within that environment, French consumers expect campaigns to carry intellectual and cultural weight alongside aesthetic ambition.
Maria Grazia Chiuri, Dior's women's creative director, has steered the house's communications toward a consistent emphasis on sisterhood, independence, and the lived experience of women across generations. As documented on dior.com, the Lady 95.22 platform reflects that directorial vision by recruiting women from fields outside modelling — artists, directors, cultural figures — and allowing them to speak for themselves. Harper's Bazaar France covered the Laetitia Casta chapter on June 30, 2023, framing it within this broader multi-generational manifesto context, as reported by harpersbazaar.fr.
Tess Ayano directed the campaign film. Ayano's involvement in the Lady 95.22 series establishes a consistent visual authorship across the platform's chapters, lending the campaign a coherence that extends beyond individual talent appearances. The film, approximately one minute and twelve seconds in duration according to YouTube, places Laetitia Casta in direct address with the camera — a formal choice that transforms a product campaign into something closer to a personal declaration. Casta's magnetic screen presence, built across decades of work in French cinema and international modelling, is deployed here not as spectacle but as testimony.
Brigitte Lacombe created the photographic component. Lacombe is one of the most respected portrait photographers working in France and internationally, known for her ability to capture psychological interiority in single frames. Her contribution to the campaign ensures that the still imagery carries the same register of intimacy and intelligence that Ayano pursues in the film. The two artists working in parallel — rather than one subordinate to the other — gives the Dior Lady 95.22 campaign a dual-format integrity that is relatively uncommon in luxury handbag advertising.
The creative direction on the agency side was handled by Margot Populaire, with Eleonore Tisseyre serving as senior art director, and the agency credited as Baron and Baron, as documented in campaign production records. The product itself — the black Lady 95.22 with its Cannage motif, as described by dior.com — functions as a formal and symbolic anchor throughout both the film and the photographs. Casta holds, touches, and exists alongside the bag rather than presenting it; the object becomes an extension of character rather than the subject of display. Harper's Bazaar France noted this approach as consistent with the broader Lady 95.22 series aesthetic, as reported by harpersbazaar.fr.
The campaign film accumulated thirty-five thousand and thirty-nine views, one thousand eight hundred and twenty likes, and six hundred and forty-nine comments on YouTube, as recorded in campaign documentation. These figures represent meaningful organic engagement for a luxury brand film that prioritises depth of connection over algorithmic volume. The comment count in particular — high relative to the view total — suggests that the manifesto format successfully prompted audience response rather than passive consumption.
No independently verified paid-media performance data or retail attribution metrics for the Lady 95.22 Laetitia Casta campaign are publicly available. What the available evidence does confirm is that the campaign was covered by Harper's Bazaar France upon publication on June 30, 2023, as reported by harpersbazaar.fr, and received a substantive editorial review from The Impression on June 29, 2023. The Impression characterised the Lady 95.22 platform as a multi-generational manifesto celebrating exceptional women and praised the interview-led format for allowing featured figures to articulate their own conceptions of elegance and contemporary womanhood, as reported by The Impression. The same outlet noted, in its broader assessment of the series, that chapters lacking the interview format were structurally weaker — an implicit endorsement of the approach Dior employed with Casta.
The Clapboard Score of 63 out of 100 reflects a campaign that executes its brief with genuine craft and intelligent talent casting but works within a format — the luxury manifesto film — that is sufficiently established to limit its capacity for surprise. The structural effectiveness of the campaign is strongest in its dual-format ambition and in the alignment between Casta's actual biography and the values the campaign claims.
The Dior Lady 95.22 Laetitia Casta campaign is a film and photography project published in France in June 2023. Directed by Tess Ayano and photographed by Brigitte Lacombe, it features Casta sharing her personal convictions about elegance and ambition alongside the black Lady 95.22 bag as part of a broader manifesto-campaign series.
Tess Ayano directed the Dior Lady 95.22 film featuring Laetitia Casta. Ayano's consistent involvement across the Lady 95.22 series provides visual coherence to the platform. The film, approximately one minute and twelve seconds long, places Casta in direct address with the camera in a format closer to personal declaration than conventional product advertising.
Brigitte Lacombe photographed Laetitia Casta for the Dior Lady 95.22 campaign. Lacombe is an internationally respected portrait photographer known for capturing psychological depth. Her still images complement Tess Ayano's film by sustaining the same register of intimacy, giving the campaign a dual-format integrity uncommon in luxury handbag advertising.
The Lady 95.22 name references two key dates in Christian Dior's history. According to dior.com, the name combines 1995, when the original Lady Dior bag was introduced, and 2022, when the redesigned silhouette was relaunched. This layering of heritage and modernity is central to the campaign's positioning around plural femininity and self-assertion.
Baron and Baron served as the agency on the Dior Lady 95.22 Laetitia Casta campaign. Creative direction was handled by Margot Populaire, with Eleonore Tisseyre as senior art director. Maria Grazia Chiuri, Dior's women's creative director, oversaw the broader Lady 95.22 platform communications, which consistently emphasise women's independence and lived experience.
The campaign film recorded over thirty-five thousand views, nearly eighteen hundred likes, and more than six hundred comments on YouTube. The Impression praised the manifesto format as structurally effective for luxury communications, as reported by The Impression. The campaign earned a Clapboard Score of 63 out of 100, reflecting strong craft and talent alignment within an established creative format.
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