Who is Dior’s A24 Collaboration For?

Jonathan Anderson has brought Dior into a two-year creative partnership with independent film powerhouse A24. Anderson rejects conventional product placement and aims to connect with younger generations by selling the idea of the brand. A24's commercially successful but artistically minded reputation has earned it a cult-like following that aligns with the way luxury fashion houses market themselves. The partnership raises questions about who benefits from the arrangement and what constitutes best practice in fashion patronage. Dior doesn't need A24's cultural cachet to sell handbags. But it couldn't hurt, could it?…