NEW YORK / CULTURE

Dior and A24 Are Getting Into Theatre Together

A two-year partnership puts Dior inside one of New York’s oldest Off-Broadway theatres.

By Maria Pri

Sep 14, 2026

01 min read

A24 meets Dior. Photo: Olimpia Taliani de Marchio. Courtesy Dior.

Dior and A24 Are Getting Into Theatre Together

When Dior and A24 announce a partnership, the obvious assumption is a limited drop.

Thankfully, that isn’t what this is.

For the next two years, Dior will be the premier partner of A24’s Cherry Lane Theatre in New York, with the collaboration stretching across theatre, film and live events. The plan is less about putting Dior products into A24 films and more about putting the two creative worlds in the same room and seeing what happens.

Cherry Lane is a particularly good place to start. The West Village theatre dates back to 1923; A24 bought it in 2023 and brought it back as a working cultural space. The partnership launches around the first anniversary of its reopening under A24.

Naturally, they didn’t announce any of this with a normal corporate video.

The campaign has Sabrina Carpenter, Camille Cottin, Josh O’Connor, Drew Starkey and Sophie Wilde auditioning to play Jonathan Anderson, complete with their own versions of his uniform. Aidan Zamiri wrote and directed it.

The first live event was Both Ends, a one-night performance by Justin Vivian Bond - an artist Anderson first met more than two decades ago at Central Saint Martins.

Luxury brands trying to become cultural institutions isn’t exactly new.

But a two-year commitment to an actual theatre is a lot more interesting than another branded pop-up.

We’ll see where they take it.