Edge of Silk
- Campaign Concept & Editorial Narrative
- Spatial & Location Direction
- Photography & Film Production
- Material Research & Visual Identity
- Digital Campaign Development
For SS24, A/M conceived Edge of Silk, a campaign positioning Dior’s couture and accessories within stark modernist environments. Silk gowns and refined accessories were staged against sharp planes of glass, steel, and neon, creating a dialogue between fragility and precision. The campaign reframed Dior’s legacy of softness as a form of contemporary strength, balancing elegance with cultural sharpness.
A/M developed the campaign around tension — silk in contact with architectural edges. Locations included minimalist civic buildings, steel walkways, and reflective glass facades across Paris and Seoul. Photography emphasized the cut of fabric against angular backdrops, while film sequences used close-up material studies and wide architectural frames. Lighting design leaned into high contrast, treating silk as both luminous and defiant.
Edge of Silk premiered across Vogue Runway, Another, and Wallpaper*, with billboards in Paris, Seoul, and Shanghai. Dior’s accessories were highlighted through short-format films distributed across digital channels, generating strong engagement for their interplay of softness and edge. The campaign was praised as a contemporary articulation of Dior’s core values — elegance sharpened for the modern era.
- Creative Direction — A/M
- Photography & Film — Glen Luchford
- Styling — Dior Paris Creative Team
- Production — Art Partner
- Digital Development — A/M Visual Lab
