In an effort to promote its Spring/Summer 2017 collection, a new Dior campaign film titled 'Feminist' was released.
Just 16 seconds long, the short commercial stars model Ruth Bell, who poses powerfully in the Parisian luxury house's apparel and accessories. With a short haircut, piercings, and a mixture of feminine and masculine styles, Ruth Bell is presented as a woman who adheres to no labels. Rather, she wears and does what she wants for her own sense of satisfaction.
With the new Dior campaign film, the brand shows that women can't be squeezed into the narrow definition that the fashion industry so often promotes. In order to make its message especially clear, Ruth Bell is shown wearing a shirt that states "WE SHOULD ALL BE FEMINISTS" throughout, while the same phrase is mirrored in the background as well.