Dior's Jonathan Anderson is not only a fashion designer, he’s a genius marketeer who can communicate the essence of 100 social whispering campaigns before you can say AI.

A photo of Christian Dior’s original salon stretched the width of the Invalides, the gold-domed palace where Napoleon is buried, offering a fish-eye view of the past to the throngs shrieking outside — and a sign of just where Dior believes it belongs in the pantheon of French power.

Anderson gave a first glimpse of his hotly anticipated turn as the brand’s creative director: a Book Tote with a bold message.