Dior Taps Actor Josh O’Connor to Expand the Jonathan Anderson Effect

Dior adds a new face to its cast after the appointment, last year, of Jonathan Anderson as creative director. The French luxury fashion house has officially announced the appointment of British actor Josh O’Connor as the brand’s figurehead, adding to the corps of stars working on the company’s image as part of its strategy to bring the brand closer to the new generations.

Anderson and O’Connor are close friends. During his time as creative director of Loewe, specifically in 2017, Anderson already had O’Connor as an ambassador for the company in its first men’s line, subsequently making appearances in several more campaigns. This ambassador strategy is not exclusive to Dior, lately other luxury brands have turned to big names of today as a tactic to appeal to a younger generation.

In 2025, Dior named the maison’s new global creative director, Jonathan Anderson as a replacement for Maria Grazia Chiuri. The Irish designer became the first person to take charge of all the French house’s lines since Christian Dior. This appointment ended his eleven years as creative director at Loewe, also part of the LVMH group.

Dior ended the first nine months of 2025 with a turnover of €58.09 billion

Josh O’Connor is known for his roles in films such as Challengers or for his performance as the young Charles in the series The Crown, for which he won a Golden Globe and an Emmy Award. O’Connor stands out for his unique, sensitive and elegant expression, aligning with the French company’s style.

The actor has been present at the brand’s latest runway shows, such as the Dior Summer 2026 presentation, where he was spotted with creative director Jonathan Anderson, and has been regularly dressed by the brand in his latest appearances, on SNL and at the premiere of his latest film Daggers in the Back: From Among the Dead, cementing a relationship with the brand that has been formalized with the recent appointment.

The LVMH group, to which the brand belongs, ended the first nine months of 2025 with revenue of €58.09 billion, down 4% year-on-year and down 2% organically, after posting a 1% gain in the third quarter driven by an improvement in Asia and the pull of Sephora. The fashion and leather goods division limited the decline to 2% organic in the quarter and reached €27,611 million in the first nine months of the year.