Everything You Need To Know About Dior And A24’s New Partnership 

If you’ve been scrolling through Instagram lately and wondering why Sabrina Carpenter is cosplaying Jonathan Anderson while walking on a treadmill, you’re not alone. Other celebrities such as Josh O’Connor, Drew Starkey, Camille Cottin and Sophie Wilde have also joined in on the bit, each taking their turn at playing Dior’s creative director.

It’s weird. It’s funny. It’s extremely meta. And it’s also our first clue as to what Dior and A24 have in store. 

The two have just announced a two-year creative partnership bringing fashion, cinema and the wider creative world into one very iconic Venn diagram. And, yes, fashion and film lovers are firmly at the centre of it.

See also: Dior Just Dropped A Whimsical Miss Dior Short Film With Vintage Anime Vibes

What is A24?

The American independent entertainment company has become one of the biggest names in contemporary film and television, behind projects including Euphoria, Everything Everywhere All at Once, Past Lives, Lady Bird and Midsommar. Its knack for backing distinctive filmmakers and slightly off-centre storytelling has made A24 a cultural force far beyond the cinema.

Which makes it a pretty natural partner for Jonathan Anderson, who has long had one foot in fashion and the other in film.

Before taking the creative reins at Dior, Anderson worked as costume designer with director Luca Guadagnino on Challengers, where his now-iconic ‘I Told Ya’ T-shirts became a viral fashion moment in their own right. The pair also collaborated on Queer, which was distributed by A24 in the US.

No, this isn’t a Dior x A24 clothing collection

Unlike most collaborations with fashion houses, this partnership isn’t resulting in a traditional clothing collection. Instead, Dior has just stepped in as major partners of New York’s Cherry Lane Theatre, which A24 acquired three years ago.

Located in Greenwich Village, Cherry Lane is New York City’s oldest continuously running Off-Broadway theatre. Its acquisition marked A24’s first major venture into live performance, and Dior is now joining it for a two-year programme of films, talks and live events across art, fashion and culture.

There will also be a focus on supporting the next generation of creatives, with opportunities for students to engage with both the creative and practical sides of film and theatre.

And then there’s the campaign film

The partnership launched with a series of short films directed by Aidan Zamiri. If that name looks familiar, you may recognise his work from Charli XCX’s Brat era, where he shot the music videos for 360 and Guess featuring Billie Eilish. He has since continued working with XCX across her latest album titled Music, Fashion, Film, making him a particularly apt choice for this campaign.

The premise? Everyone is trying to be Jonathan Anderson. The aforementioned celebrity cast in a rather convincing audition to become the designer, turning the whole campaign into one big fashion-industry inside joke.

Watch the Dior x A24 campaign film below:

Play

So, what does Dior x A24 actually mean?

Underneath the rather unserious premise of the campaign film is a pretty clear idea: Dior and A24 are putting fashion, film and culture in the same room, with each bringing a very different audience to the table. A24 has become a cultural touchpoint for fellow cinephiles and Letterboxd lovers alike, while Dior brings its fashion heritage and global following, making this a partnership that can bridge both worlds without either having to leave its own behind.

While we don’t know exactly what the next two years will bring, the partnership points to a broader shift in how fashion and film can intersect. Rather than simply dressing the culture, Dior is stepping into the spaces where it is being made, with A24 bringing its network of filmmakers, artists and emerging talent along for the ride.