Dior's Cruise 2027 Campaign Walks Jennifer Lawrence and Greta Lee Through LACMA, Bags First

Dior revealed its Cruise 2027 campaign on Monday, October 5. Sam Rock photographed Jennifer Lawrence, Greta Lee, Taylor Russell and Drew Starkey inside the Los Angeles County Museum of Art, the museum where Jonathan Anderson showed the collection in May. WWD says the show was staged against LACMA's new wing, designed by Peter Zumthor.

Dior

Rock directed the four to act as versions of themselves wandering the galleries. Per WWD, they take in works including Claude Monet's Water Lilies and a Jacob van Ruisdael landscape, and Dior's release, as FashionPress publishes it, says the Monet, on view at LACMA, runs through the series and ties to the water lilies in its Autumn-Winter 2026-27 collection. The release says the palette for the collection draws on sun-drenched California, Hollywood's Technicolor era and Pop Art.

The bags carry the pictures

Accessories are the point of the images. WWD says Russell holds the triangular Dior Initials Hobo, Lee carries a two-handled satchel called the Dior Double, and Starkey has the oversized Dior Double-Up Messenger. Dior's release, as FashionPress publishes it, adds that the Initials Hobo carries cannage stitching, that the Double-Up Messenger has two buckles and flaps, and that the Granville Shopper in black leather and the Granville Duffle in suede also appear.

Starkey also wears a plaid shirt from Dior's collaboration with the artist Ed Ruscha, printed with text from his work. WWD says it is identical to the one Anderson wore for his bow after the Spring 2027 show in Paris on Tuesday.

Dior's statement frames the campaign this way: "The campaign plays with the way images are mediated in contemporary culture. Are the actors acting for the camera, or not? Is that a shirt, or an artwork?"

What's next

WWD reports that the full campaign is released on October 22, to coincide with the collection reaching stores. Dior's credits list Camille Summers-Valli as director, Benjamin Bruno as stylist and Guido Palau on hair.