I had dinner with former Fashionista editor Natalie Hormilla last night, Vogue came up.
Natalie: Have you seen Dior’s advertorial in the new Vogue?
Britt: Nope, though I haven’t read the whole thing.
Natalie: It features Lauren Remington-Platt and her sister–and it’s so weird.
Britt: I think I did see that, I thought it was editorial. It’s an ad?
Natalie: Yes, but it copies Vogue‘s format down to the last detail including fonts and photo captions. Lauren and her sister awkwardly talk about playing in their mom’s couture as kids and how essential Dior is to their night on the town and I can’t figure out why they agreed to do this, why Vogue agreed to run it, and who thought it be a good idea.
Britt: I like how it mentions, “Fortunately, like any good modern-day princess, each sister understands the importance of giving back,” but then they talk about dinner parties.
Natalie: This is a really weird way to sell something. Do you think the girls thought they’d be the new face of Dior when they signed this contract?
Britt: Maybe. I’ve never seen propaganda so well disguised as editorial.
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Semi-related: Have you seen the weird Missoni family photo collection/advertisement in Harper's Bazaar's Spring Fashion issue? There are like 10+ pages of pictures of them at their house in Italy.
no! but i will definitely check it out — thanks for the heads up!
Hahaha glad you brought this up! I started reading this thinking it was a story and then was like, WTF? When I realized it was an ad. So awkward.
hi , this isn't about this article at all but about the blog itself. i'm not to impressed with it since Faran left, i think things should improve, i find myself visiting less often.Just an opinion…Thanks
I knew it was an ad, and I was struck by how amateur it seemed compared to the rest of the content. There seemed to be too much white space, and the sisters looked rather staged, and not in a good way. I definitely would have expected more from Vogue and Dior, it just looks a bit cheap…
Dior has been doing this for a few seasons…in the past they've run similar ads (in Vogue and other glossies) with other “Dior Beauty Ambassadors” like Tinsley Mortimer.
Stella, how should they improve it? Can you give us examples?
I saw that and I didn't really see the purpose from an advertising perspective.
this dior “ad-vertoiral” was also in Harpers this month..
Well that's rather lame.
I think Cover Girl did a better job with their ad/editorial with 3 successful women
I think the blog is better than ever. Good content…I actually like the new layout AND now some posts on the weekend? What more could you want? Fashionista mag!
yes they have been doing this for a while. also, I think Jane Aldridge shot one, she posted about it on her blog, but I don't think it has run yet.
So contrived and those girls are seriously uninteresting. And weird poses. for every stevel klein/daria editorial they do that brings them up, they (vogue) does something lame like this that brings them crashing down again. well done anna.
Yes, it's quite weird!
I completely agree. I seriously thought to myself, “who did they pay to do this!?” It's so unprofessional and just strange.
More importantly, the girls are off the dullsville express. “Ooh, we're awesome bc our mommy had a shitload of Dior gowns and now we're in Vogue woot woot” .Really, Anna?
I think Jane's ran in Lucky a few months ago.