To build anticipation and increase demand for their new handbag, Dior have embarked on an unusual promotional activity. They have started a Twitter account that will reveal one clue a day till the 20th of May about a short film to be released next week. All we have been able to gather so far is that the film, a mystery, is directed by Olivier Dahan and stars Marion Cotillard. It is titled The Lady Noire Affair and is ‘a tribute to the elegant heroines in Hitchcock movies’.

Dior have certainly pulled out all the stops: there are beautiful photographs of Marion Cotillard with her Dior bag (taken by fashion photographer Peter Lindbergh) to represent scenes from the story, embeddable widgets and a trailer. We’ll be waiting to see as the mystery hurtles to its end on the 20th!

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