Dior designer uses sophisticated optics to pitch the brand as conscious and engaged
Because Christian Dior loved flowers and nature, he took the tulip as inspiration for his dress patterns and bottled the scent of Lily of the Valley as Diorissimo. But in the 21st century, the house he founded broadcasts its affections on a grander scale.
Dior have partnered with the Louvre museum to finance a five-year restoration project of the Tuileries Gardens. Financial details of the patronage have not been disclosed, but when Paris fashion week opens with the Dior name emblazoned on a temporary structure the size of a provincial railway station in the centre of one of the oldest and most elegant public parks in Paris it seems fair to assume a hefty sum is involved.
Fashion is now much bigger than mere clothes and Christian Dior, one of the most powerful brands of the moment, has both the ambition and the economic might to claim a seat at the table in conversations ranging from feminism to climate change. Along with stablemate Louis Vuitton, Dior was given credit by the luxury powerhouse LVMH for last year’s “exceptional growth”, which saw group revenue increase 16% to €38.4bn in the first nine moments of 2019.
Cheekbones and champagne are no longer sufficient to dazzle catwalk audiences. Dior designer Maria Grazia Chiuri has adopted much more sophisticated optics, pitching the brand as conscious, engaged and value-driven – identities which appeal to modern consumers.
from Fashion | The Guardian https://ift.tt/32vbIJ0
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