n°190/ Dazed

September 2015

by Nathalie Azoulai

Ad people can be so smart sometimes, mixing up cinematic images and ads to make customers stare longer, wonder, and browse through their visual recollections...In last Dior Addict campaign, Jennifer Lawrence acts like Sharon Stone in 1992 Basic Instinct, her hand holding the lipstick while Stone-a senior and unforgettable Dior ambassador- held a cigarette in her iconic role. But did they happen to think that Catherine Tramell's legs reinterpreted Fragonard's painting so-called The Swing, painted in 1767. In both images the viewer-both in and out the image- seems dazed by the very intimate show taking place in between the legs of a woman. As one swings over her boyfriend, the other uncrosses her legs to unsettle the man who's interviewing her. Let's watch again: why should Jennifer Lawrence be all pink whereas Stone had no pink at all except to tell us that a visual culture is made of long lasting unconscious woven threads ...

 Jean-Honoré Fragonard

 Dior by Raf Simons

 Sharon Stone