DIOR
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The Editors Notes The concept behind the new bar jacket-Lilly of the valley
The Revinvention Denim and its formation to Luxe
The Revelation A timeline of Christian Dior
The global market An analysis on Dior’s global empire
03. 15. 05. 17.
The Revolutionary A look at Maria Grazia Chiuri and her SS21 Resort Collection
The New Face Jordan Alexander- the new Ambassador for Dior
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The New Queen The new ad campaign for Dior
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POp UP Collateral and facade imagery for the Dior collection
The jacket itself is perfectly imperfect in that it creates a synched silhouette, further enhanced with a cannage seam design across the front and sides that creates an almost corset appearance, along with the added texture provided by rips and frayed denim. We take denim into the luxe market this season by stripping it of its utilitarian aesthetic and turning it fuchsia pink- a WGSN colour recommended for AW2022, creating an appeal to our target audience of Gen Z and Millennials aged around 25 years old. To create excitement within the world of A letter from the editor on Dior’s latest capsule our target audience, our ambassador will La Revolution and the new bar jacket. be Jordan Alexanderthe new star of the Gossip Girl reboot. hristian Dior was an inspired man. He had a Jordan has a continuously growing following on social love for the garden and in particular the Lily media with her activism for LGTB+ and coloured of the Valley. They were sentimental to him in that communities, along with the fashion presence that they reminded him of his mother, so much so that revolves around the new show. Our jacket can quite he would carry one around daily in his lapel. Dior’s easily be seen walking down the halls of Constance. New Look collection was inspired by the shapes of The fashion this time round has been less of a headflowers stating “We came out of a time of war, of to-toe label look seen in the original to one of mixing uniforms. I designed flower women, soft shoulders, and matching brands and turning them more street. busts in full flower, waist slender as lianas and skirts flared like corollas”
Viva la France C
Dior La Revolution is a collection based around this floral concept. Our feature piece is a fitted denim jacket with large voluminous ruffle sleeves which take on the shape of Dior’s favourite flower and are painted with a floral design in red ink. These have been further developed by adding rip patches as an overly. The floral ink design is based around a technique used to represent Maria Grazia Chiuri’s eco-printing technique from SS 2020, where she focuses on handmade techniques in her designs by pressing flowers between the fabric and soaking it to achieve the colour transfer.
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The overall styling for the campaign is a continuation on from Chiuri’s SS21 campaign of fairytales and the renaissance by bringing in the queen, Marie Antoinette in a modern way. Aimed at using primary colours and complementing our tint of red jacket, we work with 3 separate looks- pink, blue and yellow. We use 2 main backdrops a pink cyc which will incorporate digital drawings as the final render and a deep blue baroque wall reminiscent to the walls in the Palace of Versailles. We further add to our ambassadors mission by using a model of colour and placing her in this position of power- something that would not have happened in this period. A powerful statement for a movement that needs to be recognised. Adam Epps
ristian 1905
1940
1948
Born in Granville, Normanby
Called to military service to fight in WW2.
Opened the first luxury ready to wear store in New York.
1910
1942
1949
Moved to Paris, aged five. For pocket money sold his sketches on the streets.
Along with Pierre Balmain became primary designers for Lucian Lelong.
The first to licence production of his design
1928
1946
1955
Ran an art gallery purchased by his father selling artwork by Dali and Picasso.
House of Dior is created at 30 Avenue Montaigne, Paris.
Yves Saint Laurent becomes a design assistant to Dior
1929
1947
1957
The Great Depression began forc the closure of his gallery and began his fashion career with designer Robert Piguet.
His debut collection called “Corolle” and “Huit” consists of 90 different looks
Dior suffers a fatal heart attack, Laurent is appointed as Artistic Director.
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“We came out of a time of war, of uniforms. I designed flower women, soft shoulders, busts in full flower, waist slender as lianas and skirts flared like corollas”
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Italian born maria grazia chiuri is a woman with a strong awareness of feminism and female- identified artisanship (okeowo, 2020) who took over the reigns as dior’s creative director in 2016. She is the first woman to lead the label
Chiuri pulls inspiration from past collections, the bar jacket is a consistent offering in each collection. Dior had an affiliation with art and chiuri has followed suit by incorporating this into her designs, for example georgia o’keefe’s design influence in the sauvage collection.
1989 2008 Joined Fendi where she helped develop the infamous Baguette Bag along with Pierpaolo Piccioli, an inspiration heavily sought after.
Co-Creative Director with Piccioli- redefining the brand codes, Revitalising menswear, taking it to new heights.
1999 2015 Moved to Valentino to create for the handbag and eyewear range, designed the Red Valentino line.
Grazia received the infa CFDA International Award, (Maria Grazia Chiuri is part of the BoF 500, 2021)
2003 2016 Became responsible for Fendi’s entire accessories range redesigning the brand and opening new doors.
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Shakes up the Dior appearance of white glove elegance (CartnerMorley, 2017) by sending models down the runway in feminist slogans.
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“Dior Has To Be About Female Empowerment” ~Maria Grazia Chiuri
The Craftswoman
Continuing on with Chiruri’s feminist movement, the SS21 Resort collection is based around the native crafts largely specialised by the women of the region. A rare tombolo embroidery embellished one of the dresses (Phelps, 2021), woven pieces were made by Le Constantine Foundation. A focus on the locals was the main influence for the collection as you notice the models walking down the runway wearing pinafore dresses, kerchiefs around their heads and boots reminiscent of the workers of the region.
The Denim Denim takes on a 70’s savior-faire in Resort
21, with patchwork being a key element of the design. The patchwork is a mix of indigo, washed and mid blue denim taking the form of peasant skirts and wide leg jeans; the key silhouettes of the denim designs. The rich floral designs of Ruffo paired with maxi cardigans and tie-dye further nudges the collection to the 70’s. A distinct level of comfort was the basis for the collections designs, built for at home pandemic living.
The Juxtaposition
Juxtaposition was a theme throughout the 90 piece collection where Haute meets peasant for lack of a better term. The Bar Jacket a well-tailored and synched waist was sent down the runway in jute and multicoloured ticking stripes with the waistline loosened. Shorts and Jackets were paired together as the new summer suit, tuille embroidered with raffia wheat sheaths added an elegance and rawness. Chiruri used leather corsets and gold earrings against light delicate dresses, while also pairing them with headscarves and boots.
The Artist
Continuing the trend of artist collaboration Chiruri re-commissioned Pietro Ruffo to work in this collection. Inspired by Giovanni Battista Ferrari’s book De Florum Cultura on local flowers (Clark, 2020) they created stunning applique of field flowers through embroidery, lace and smocking. A theme tied back to region of Puglia and its workers. Ruffo develops this even further by creating star signs based around the different field flowers (n.d. dior.com) and intertwined them with the moon and constellations, playing on Dior’s love of Astrology.
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esort pring Summer
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tilitarian The campaign itself takes on a more neutral in colour and neutral in gender aesthetic; waistcoats, slogan tees, wide-leg pants are a main feature. The imagery is quite soft in appearance with a warm glow and through the poses.
Campaigns for Dior are there to sell the brand message/ theme of the season. Fall 2020 “I Say I” celebrates the self-affirmation and questions the construction of feminine identity in which clothing plays an essential role (Enke, 2020).
Their denim campaigns in general take on a more elevated streetwear, couture edge that speaks to multiple audiences. While the models may look young there is elements to the styling that speaks to the older audience too via showcasing say a bag that would garner the interest of an older generation, jeans styled with a pump. Models, now especially tend to be diverse in race and appearance, aimed to target a worldly audience.
to Luxe 10
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Overalls- $3,100 Dior Mizza Slingback Ballerina Flat$1,490 Dior Oblique Square Scarf- $800 J’Adior Ring$570 Petit CD Ring- $630 30 Montaigne Bracelet$1,100 Dior Tribales Earrings$820
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THE
GLOBAL 3
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China:
The Chinese market is highly brand conscious country. With roughly 10% of the population with wealth of $100,000- $1,000,000 the perfect outfit contains luxury items (Fashion Industry in China: Analysis of the world’s largest fashion market, 2021).
France:
A study on the French market (660,00 respondents) shows that 57% of luxury shoppers were men, while 21% were aged between 45-54. The study also showed that cosmetics were the biggest seller with a higher proportion of that going to perfumes. Accessories were in demand by 33%, followed closely by footwear and watches. (Guniebault, 2021).
Beauty products are a huge seller for Dior which is the number 2 luxury brand in China’s perfume market. Products such as J’Adore, Miss Dior and Sauvage are While China’s site has a heavy focus on accessories before the bigger sellers. they show garments, France’s 2020 saw the launch of Dior show a more rounded look on China’s social media by making showing outfits platforms. (Dior in China: A within the first few tiles. Still prime case of luxury fitting aimed at accessories the first into a Digital China, 2020) major product image is in fact a pair of mules. Accessories are also a big seller for the Chinese market European websites after the success of launching The the bobby handbag Dior also showcase their travel launched it’s own official collections, with the ability Tmall store changing their of being able to travel in the strategy. (Dior in China: A current pandemic. prime case of luxury fitting into a Digital China, 2020). Looking at the website its main focus is handbags. The colour palette on their website revolves heavily around red in the Dioramour collection as it’s considered the lucky colour in Asia.
Australia:
Australia’s luxury market is fuelled mostly by accessories and footwear. While the websites of other countries will have the main Dioramour collection as their main tile. Australia’s allows them to discover fashion and accessories and then breaks it down further by allowing the viewer to search via the whole collection, bags, small leather goods, jewellery and shoes. A majority of Australia’s market is typically accessory based with much of the market buying “starter” pieces.
ARKET
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DIOR
“To Use Art To Help Empower People Who Feel Excluded From The General Narrative, And Encourage Them To Be Seen And Heard ~ To Be Part Of The Change And The Movement Toward Diversity And Inclusivity.” (Barnieto, 2021).
A j ordan
lexander
Model, Actress, Singer, Activist; Jordan Alexander is a 27 year-old Toronto woman on the rise. Acting since the age of 12, Jordan has landed the lead role of Queen B in the Gossip Girl reboot (Barbeito, 2021). Reaching a target audience of 15-35 year old’s range from being new to the show to loyal fans of the series, creating a broad range of admirers. While her social media following is minimal in the grand scheme of things, she uses her platforms to support the LGTBQ+ community (Savoy, S., 2021). Her re-tweets are heavy on anti-racism, equality and inclusive content that promotes a postive world.
Alexander signed on to be the face of Holt Renfrew’s 2021 Spring campaign; A campaign labelled Empowering Self-Expression a theme that Alexander herself lives. Alexander has taken on the Holt aesthetic and turned it into her own stating “I like to break all the fashion rules. I really wouldn’t be like, ‘Oh, I can’t wear that.’ If I want to, if I feel like it, I will definitely do it, there’s no doubt”.
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INTRODUCING
CHRISTIAN DIOR La Re v
l
o
ut Bar i o n’ s new
Jack et
Her
Maj -esty has arrived
“THE NEW GENERATION HAS RAISED BIG QUESTIONS ABOUT GENDER, RACE, ENVIRONMENT AND CULTURES THAT WE HAVE TO REFLECT IN FASHION.” - (Chiuri cited in Chen 2018)
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Cold Brew Coffee Supplied by BKG Coffee Brooklyn
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The MET. Pop-up Location
New York 57th Street
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