BAFTA Britannia Awards, Arrivals 2016 Jennifer Lawrence

Jennifer Lawrence has appeared in many ads for Dior since being named a face and ambassador for the brand in 2012. But for the fall campaign, she has a very new look, courtesy of Dior’s creative director Maria Grazia Chiuri and photographer Brigitte Lacombe.

Lacombe, who also shot the spring campaign, took black-and-white portraits of Lawrence sitting on a simple chair and what looks like a futon pillow and standing against a plain white wall wearing a black Bar jacket over the new Dior logo and statement T-shirts (We Should All Be Feminists; Dior Addict) and jeans. She looks relaxed, understated and comfortable, much more representative of the outspoken, no-filter persona for which she’s known, and is dressed the way that many young women dress today. The new images are notably different from Lawrence’s previous Dior ads, which were more posed and overtly polished.

Chiuri has expressed her desire to appeal to a Millennial consumer, and she and Lacombe began pursuing a more understated attitude with the spring campaign, which featured twin models Ruth and May Bell.

Accessories are a big part of Lawrence’s look in an unfussy way — she wears a choker layered with longer good-luck charm necklaces featuring birds and stars and multiple rings. She is also shot with various handbag styles, including the Lady Dior, which Chiuri updated with charms and a wide crossbody strap, C’est Dior, inspired by an archive style and the Dioraddict, a new style featuring a cannage pattern and clasp influenced by old trunks.

Jennifer Lawrence in Dior’s fall 2017 campaign. 

The campaign is slated to break in May editions of magazines, starting as early as March 30. There will also be a video featuring Lawrence to be released May 1. If the timing seems curious for a fall campaign, it’s because it’s actually tied to the pre-fall collection.

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