French luxury fashion house Dior has tapped Nigerian feminist writer Chimamanda Ngozi Adichie for its latest handbag campaign, tagged The Lady 95.22, dedicated to a new variation of the classic Lady Dior bag popularised by Diana, Princess of Wales.
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The Lady 95.22 made its debut at the fashion house’s Fall/Winter 2022-2023 ready-to-wear show. Its unique name references the year of its creation (1995) as well as the year of its revival (2022). This new bag offers a contemporary reinvention of the iconic lines of the Lady Dior, with its Macro and Maxicannage motifs, soft curves and signature charms.
In the campaign visuals, Chimamanda Ngozi Adichie posed in a black pantsuit paired with a white T-shirt emblazoned with We Should All Be Feminists, which references one of her more famous works and first collaboration with the fashion house. The bag launched on January 12th with a global campaign featuring a cast of exceptional women from the realms of art, cinema, sports, literature, fashion, and music. The first chapter lensed celebrated French photographer Brigitte Lacombe stars Chimamanda Ngozi Adichie, Beatrice Borromeo, and Anya Taylor-Joy in a series of black and white portraits.
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In the campaign video, Chimamanda talks about feminism and femininity while presenting the House’s timeless new must-have:
I feel happiest when I am surrounded by the people I love—by my family, by my friends. I think I just light up.I think femininity and feminism have often been seen as mutually exclusive.
And so, I think for a long time, people felt that being a feminist meant somehow to reject everything to do with feminity. Right so, you have to in some ways, kind of appropriate a man to be a feminist, and I don’t think so at all. I think that femininity and feminism actually do complement each other.
Watch the campaign video below.