Dior Ad Collaboration James Thomas With WeAre Creative

Dior

From the Karoo to Paris

Dior’s South African Story

Pan Pan Productions and UK producer James Thomas were getting ready for Dior’s South African segment at Paris Men’s Fashion Week, so they hit up weare_ for the collab. The energy was electric, everything just flowed, and we captured the heart of the moment and the culture behind it. It wasn’t just a shoot—it was something bold, raw, and totally original.

This shoot was a chance to bring raw South African creativity to one of the biggest stages in fashion. We captured the essence of Hylton Nel, a ceramicist from the Karoo whose work speaks volumes, alongside a talented group of women from Woodstock making statement bucket hats that empower their community. It wasn’t just about fashion—it was about the stories and passion behind it all.

Bringing Hylton Nel’s World to Life

Hylton Nel doesn’t just create ceramics; He builds stories out of clay. Nestled in the stillness of Calisto, a remote Karoo town, his work is bold, intricate, and deeply rooted in South African heritage. When Dior’s designers saw his pieces, they didn’t just admire them—they blew them up to life-size runway sculptures and infused his signature textures and color palettes into their collection.

To capture his essence, our team at weare_ traveled deep into the Karoo, where director Melinda Tiana flew in from Paris, adding to the excitement of this cross-continental collaboration.

Shooting Hilton in his element was nothing short of magical. Surrounded by his beloved dogs, cats, and the raw beauty of the Karoo, we documented the hands, the process, and the passion behind his work.

From the Karoo to Dior Runway

When the lights hit the runway in Paris, the impact was undeniable. Life-size ceramic cats, straight from Hylton Nel’s imagination, stood boldly alongside high-fashion looks inspired by his work. Bucket hats, once crafted in the heart of Woodstock, became global fashion statements.

And behind it all? weare_, capturing every moment, every detail, and every story—turning local artistry into an international fashion moment.

Woodstock’s Bucket Hat Revolution

Next stop? The vibrant streets of Woodstock, where a collective of dynamic women is reshaping local fashion—one handmade bucket hat at a time. These hats aren’t just accessories; they’re statements of community, culture, and self-expression.

What started with a hook and some thread turned into a global moment at Paris Men’s Fashion Week. We pulled up to capture it all; the hands at work, the energy behind every stitch, and the hype of seeing their designs hit the runway with Dior. Creativity like this doesn’t stay local, and weare_ made sure the world took notice.