Dior spring summer 2016 runway show
French fashion house Christian Dior is taking consumers to an urban wasteland to show off its latest collection.
The spring/summer 2016 ready-to-wear collection is featured in Dior?s latest video, ?Drift,? which features a woman traveling along the Los Angeles River into a desolate city. A well-executed narrative video will give viewers extending beyond the Dior fan base a reason to watch and thereby reach markets that other promotions would not.
?The Drift video exudes a spirit of freedom, boldness, individuality and style ? all true to the Dior brand,? said Jim Gentleman, senior vice president of account management and strategy, SK+G, Las Vegas. ?As a legacy luxury brand, Dior must continue to find ways to remain relevant in a modern world. This video and story of intrigue helps Dior remain both relevant and intriguing to the fashion connoisseur.? Mr. Gentleman is not associated with Dior, but agreed to comment as an industry expert.
Dior was unable to comment directly.
Drifting away

Drift was directed by Vincent van de Wijngaard and features Hungarian model Vanessa Axente and English actor Jeremy Irvine, of ?War Horse? fame. It was made available through Dior?s online magazine, DiorMag, and was also shared on Facebook and Twitter.
The three-minute film begins with the sounds of police sirens and a message being relayed over opening credits. The first images show a man driving a car, his face barely visible in the rearview mirror, th...