BY DIOR
D
, s t e r c e s e r o m o n e r ” a d c e r e " . h t y r e n t e s h y w m n e a v “ " E fa sh i o n r e m a i n s
C h r i st 3
DI OR C
hristian Dior, born in 1905, was a fashion designer who created high
end fashion after World War II, bringing the fashion scene back to
France. Dior’s first collection in 1947 was deemed the ‘new look’, which contained a fitted jacket, small waist and full skirt. Many of
the garments contained around 10 yards of fabric making
up the bulk to the skirt, this was highly criticised due to
fabric shortages throughout the war time. The new look
introduced the Bar Jacket, which is still popular and being
produced today. In 1955 Yves Saint Laurent became Dior’s
assistant and took over the brand when Dior unexpectedly
passed in 1957. People said YSL saved the label. After
designing six collections for the brand YSL’s last collection
was not well received and the House of Dior decided to fire him and appoint Marc Bohan as director in 1960. The
current creative director of Dior is Italian designer Maria Grazia Chiuri. After spending 17 years at Valentino, Chiuri was appointed the first female to run the brand. With this she brought a new wave of feminist ideals to the brand and brought back
iconic
pieces
such as the Dior Saddle
bag.
i a n
4
M
aria Grazia Chiuri is the current creative director of fashion house Dior and brings a new wave of positive, feminine energy to the brand. Chiuri studied at Isituto Europeo di Design in Rome; shortly after finishing her studies she received a job at Fendi as a designer in 1989 and also drafted Picciolio to work with her designing accessories for the brand. In 1999 she
began working at Valentino with Picciolio and not long after was given full responsibility of the brand’s entire accessory range. After Valentino Garavanis retirement the two were made co-creative directors of Valentino. The pair pushed Valentino back into fashion and revitalised the men’s business wear and the accessories range. In July 2016 Chiuri became the first female creative director of Dior, after Raf Simons stepped down. She showed her debut collection at Paris Fashion Week in September 2016; this collection drew inspiration from Nigerian author Chimananda Ngozi Adichie who speaks about feminism today. Chiuri used this idea with t-shirts in the collection stating “We Should All Be Feminists”. Since being in the position Chiuri has constantly worked along side female artists, as well as hiring female photographers. Chiuri has been interested in the female gaze and how other women look at women, beliving that “If Dior has to speak about femininity, I want to hire women to look at femininity”.
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G
G a i r a M
Twenty Twentey Two 7
Resort
Maria Grazia Chiuri’s latest 2022 Resort Collection draws inspiration from aspects such as, the Olympics, Grecian draping and greek mythology, as well as Chiuri’s constant interest in the idea of femininity which can been seen in all of Chiuri’s work for Dior. Chiuri took inspiration from the 1951 Dior Haute couture collection which was photographed at the Acropolis.
Throughout the collection there are many themes including repeating fabric and silhouettes. This creates a sense of unity within the collection. Firstly, there is a repetition of the athletic fabric and similar silhouettes in these looks. Most of the more ‘athleisure’ wear outfits contained full body suits that have fabric billowing over the models bodies, containing open necklines, exposed shoulders and drawstrings around the waist. Other looks such as 31-34 and 37-40 carry on even more sporty look, with leggings, jumpers, and gym bags. The athletic wear plays with the overall idea of the Grecian Olympics and is reflected in almost every look with the addition of the sneakers. Another pattern seen in the collection is with fabric choices, such as the repeated use of the white pleated material, first seen in look 4, where it takes the form of a long dress, draped across the shoulders, making a significant link to Greek Goddess dresses. Later this fabric is used in more dresses and skirts; the majority of the time when this fabric is used it has been paired with gold belts and accessories to futher highlight Greek inspiration. Another fabric used is the quilted cannage pattern, used in the earlier looks of the collection in vests, skirts, jackets and shorts, highlighting the brand itself and its heritage. Chiuri has also replicated Dior classics such as the bar jacket, and harness-adorned bodices. 8
De& Dinoinr
DEnim & Dior. D
ior’s Fall/Winter 2017 campaign has a strong military look mixed with Maria Grazia Chiuri’s ideas of feminism. The campaign, shot by Brigitte Lacombe, has a diverse
group of models in combat boot, chokers and berets. Using an army of models including Ruth Bell, Grace Hartzel, Adwoa Aboah, Selena Forrest, Fernanda Ly, Ellen Rosa, Aira Ferreira, Jing Wen and Camille Hurel. The campaign also was accompanied by a short black and white video, directed by Fabien Baron, which cemented the military style with the strong music.
Dior’s Spring/Summer 2018 collection was denim heavy, with campaign imagery highlighting Artist Niki de Saint Phalle. This is further highlighted in the first pictured garment, a T-shirt stating “Why Have There Been No Great Women Artists?”. This campaign was shot by Patrick Demarchelier, with Russian model Sasha Pivovarova. The concept has Pivovarova painting faces of women; inspiration is said to have come from the 60’s and include equal parts of artistic, feminine and playfulness. The painting is done by the model herself as it blends her love for art with her ethereal beauty. This together creates a unity and story which would bring in the Dior customers.The looks styled in the campaign imagery are described as “mod with a hint of eccentricity”. Both of these campaigns highlight how denim can be utilised in a luxury manner by styling the garments with many accessories and head-to-toe looks in the denim.
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World
World Los Angeles
This look comes from Dior’s Spring 2020 collection, with a matching jeans and
denim jacket outfit, styled with sandals, a crossbody bag and a textured bucket hat. This look would fit well within the market of Los Angeles, the casual street look mimics the pre-existing style of the city. The two-piece set is casual, with the bucket hat and sandals bringing in a street style. LA is a fast paced city, known for being the capital of movie stars, singers and celebrities. This look fits into the casual but dressed up style of the streets of LA.
Milan From the Fall 2018 collection this outfit consists of a long sleave midi dress in a denim patch work pattern, styled with a black belt, yellow sunglasses, a black capped beret and black boots. Milan fashion is known for loving classic fashion items and wearing them with sophistication and elegance. October in Milan averages between 11-18 degrees during the day, this look provides enough coverage and warmth without need for a jacket. Milan is known for having some of the world’s most famous artworks and this dress brings in the artistic element of the country’s 11
culture.
Market
market paris
This look from the Spring 2018 collection, fits with in the Paris Market. The look contains a blazer/suit pant set, styled with a denim beret and oblique pattern bag. This all-denim look is super stylish, and still professional. Paris in the Spring is often cooler, with average temperatures between 12-20 degrees; this look can be styled to fit within this time of year. Parisian fashion can be described as pure elegance and inspiring this look provides this by taking a high fashion approach to a double denim look and a funk to the classic suit. France has
a
very day to night life; this calls for outfits that are versatile and can be dressed up and down to
fit
the occasion.
Get the look Denim Jump suit: $4365 Dior Tribales Earrings: $820 30 Montaigne Bracelet: $1,100 Petit CD Ring: $630 J’Adior Ring: $570 Dior Oblique Scarf Square: $800 30 Montaigne Necklace: $1,650 Diorshow Iconic Overcurl Mascara: $58 Dior Waterproof Eyeliner Pencil: $44
Total cost of look: $10,067 12
d i o r A m b a s s a d o r
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H . E. R
H
H.E.R is 24 years old and has mainly
beneficial to Dior to attract a new age
stayed hidden for the start of her singing
demographic into the brand. Pairing
career, with albums only containing
this with an entry level price garment
the singer’s silhouette. Therefore the
will attract younger customers looking
singer has mystery surrounding her,
for an aspirational purchase. However,
by using H.E.R. as an ambassador Dior
although H.E.R. is young and attracts
will be capitalising on her as she gains
this market the music she produces is
popularity and a following. Currently
sophisticated enough to still relate to
she has a young target market, this is
the preexisting older market of Dior.
Having Everything 14
DIOR
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DIOR
kuala lumpur
H.E.R in store 26
Seen on the stre t 27
25
of Kuala Lumpur 26
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Exclusive Dior Book To Exclusive Dior x H.E.R. Book Tote $4,900
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Com ater ior W
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Complementary H.E.R x Dior Tote
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