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CHRISTIAN DIOR PROFILE
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MARIA GRAZIACHIURI PROFILE
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FÉROCE ÉLÉGANCE CAMPAIGN
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DIOR & DENIM FEATURE
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DIOR AMBASSADOR ZENDAYA
DIOR CRUISE 2020 CASE STUDY
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hristian Dior, the French luxury fashion brand currently owned by LVMH, began with the man himself, who transformed the fashion industry in his brief 10-year career following World War II; a period of conservation and suffrage. With his first ever collection, ‘The New Look,’ a very successful yet divisive couture collection, the legend Dior brought luxury back to fashion. (Bide, 2019). The return of long, flowing skirts, tightened
waists, rounded shoulders, and the infamous Bar Jacket. (Skillen, 2019). Dior’s life and creativity established a blueprint for the brand’s visual and linguistic language, which has been continuously erased and rebuilt to fit more modern storylines, resulting in a layered palimpsest of the brand’s past. Following the death of Dior’s creator in 1957, the house of Dior continued to redefine itself via the dynamic succession of several designers. The House of
Dior is still inspired by New Look’s delicate femininity. (Nast and Cardnini, 2020) The creative directors who have replaced Dior have sought to honour the literal themes, shapes, and ethereal essence of Dior, from the Bar Jacket to the Full A-Line skirt. (Jones, 2015). From Saint Laurent’s Trapeze collection to Bohan’s lean style, Ferre and Galliano’s dramatic structure to Simmons’ suave refinement, there’s something for everyone. ‘I view ourselves as the guardians of his spirit, the custodians of his dreams,’ Galliano said. (Horyn, 2011).
With Maria Grazia Chiuri at the head, the House of Dior remains in the forefront of contemporary culture, notably in terms of feminism. Christian Dior’s artistic and ambitious spirit is energised by her leadership, allowing the house to push and redefine the fashion industry.
- House of Dior
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in Italy, Maria GraziaChiuri is a woman with a strong awareness of feminism and female craftsmanship, the first woman to become the creative director of Dior in 2016 and has been a leader in the label ever since. (Maria Grazia Chiuri is part of the BoF 500, 2018). Chiuri, famous for her feminist-centric lines in the style of Christian Dior, but her instructions are still voicing the traditional language that dior planted
years ago. (Cartner-Morley, 2017)
porating several signature pieces into a more well-versed and contemporary tale for Dior in 2021. (Maria Grazia Chiuri is part of the BoF 500, 2018). Chiuri has also pushed forth a new generation of feminist fashionistas by putting a twist on essential items like as the ‘bar Jacket,’ employing Dior’s suspicions and use of numbers in the 2018 sauvage resort collection, and
other similar characteristics Chiuri has maintained fundamental at Dior. (Cartner-Morley, 2017).
Chuiri’s design depicts a modern woman’s desire to embellish their dressing as well as dress simple, resulting in a lifestyle that is harmonious to both. (Maria Grazia Chiuri is part of the BoF 500, 2018). Chiuri delivers a new and distinct vision for women that may be viewed as both intimate and powerful. By incor-
- House of Dior
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Denim and luxury may coexist if the characteristics of denim are used in an aesthetic rather than a functional sense. This is an excellent example of repurposing something that has already been made. (Christian Dior spring-summer-2018, 2018) By combining style, which ties in with the idea of MGC’s ‘image print’ design, which she employs in many of her collections. When opposed to when the denim was displayed on its own, the pattern on the denim makes the design seem luxurious. (Christian Dior spring-summer-2018)
fabric treatments, visual and tactile qualities, Dior for Summer/spring 2018 has visually attained the luxury in denim. Almost every silhouette has fraying and fringing. Denim has been mixed with designs with black mediums on the denim pants in a sumptuous -
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A symbol of individuality, free-
dom and power and feminism, Zendaya encapsulates Dior’s values. Zendaya for this campaign is harmonious as she perfectly embodies and represents what Dior stands for, today. Zendaya the up and coming Emmy Award winning actress, is a powerful and fierce young woman that uses her talent and her work to express herself, her values and her generation as well. Over the past two years, Zendaya has been making waves in fashion, the star uses her voice to spark change. She mobilized her followers on social media to vote in the 2020 election, and earli-
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er in the year, she used her platform to educate and speak out about systemic racism and police brutality. Zendaya has also had Patrisse Cullors, a co-founder of the Black Lives Matter movement, take over her Instagram. The 24-year-old star is also celebrating the release of a special new Euphoria episode today on HBO Max. In September, she won an Emmy for her performance as Rue in the hit series, making history as the youngest person to win Outstanding Lead Actress in a Drama.
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2020 a genuine year of exceptional occasions. It was a year to reconnect with interests and that is how Chiuri managed the Dior 2021 Cruise Collection. It was imperative to give recognition to her nation of origin and unite individuals. (N. Phelps 2020) It is the Italian customary expressions and artworks that are meshed into this assortment that truly make it. Chiuri tried to incorporate a wide range of desingers through the assortment and the actual show. (J. Carreon 2020) Chirui appreciation for craftmanship all stems from watching her grandma work. As said by Chiuri herself, “ It’s significant for the neighborhood individuals to comprehend the worth of their custom.” (Cited in N. Phelps 2020)
Chiuri has consistently remembered signs of women’s liberation for her garments, Chiuri ensured she incorporates more female specialists. In this collection, she worked with contemporary women’s activist designer Marinella Senatore to make the luminaire covering the piazza. (H. Militano 2020) Over the years Chiuri has developed her insight encompassing woman’s rights. Chiuri keeps on enabling ladies through her works and said without anyone else, “I need to impart this stage to different ladies so that individuals can likewise pay attention to their voices.” (Cited in A. Okeowo 2020)
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One of the motivations that Chiuri references in the 2021 Dior Cruise Collection is a book called Sud e Magia “Wizardry: A hypothesis from the South.” The book was composed by Anthropologist Ernesto De Martino and tells about his movements around Southern Italy after the subsequent universal conflict. (A. Maria Fantetti 2020) Churi was searching out a type of sorcery during a particularly negative and dim time. Martino had perceived how celebratory enchantment ceremony and its effects on individuals having confidence later on. Chiuri directed this all through the show.
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Dior is one of the leading
retailers of luxury goods in Europe. The firm has achieved success in the United Kingdom market by targeting a specific market segment, the rich. It provides high-end products that meet customers’ needs in this segment. The company has achieved a competitive edge by consistently providing trendy and high-quality products in the market. The extreme positive side of the French economy is that the government carries out free market policy which provides a free substantial development space for Dior. Moreover, France has a trading agreement with EU that helps Dior successfully sell products and promotion to other Europe countries. ( LouIS E. Boone & David L. Kurtz 2006) In the global market, Dior faces
a varity of competitors such as Burberry & Gucci, who are also substantial fashion power houses. However because Dior still remains successful in the market with not only top notch design and homage to its origins, but also superior management team who continue to guide Dior into the future. ( LouIS E. Boone & David L. Kurtz 2006)
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DENIM VEST JACKET
$5,798 J’ADIOR EARINGS
$1300 SILK WOOL SCARF
$975 LEATHER DOUBLE WAISTBELT
$1575 J’ADIOR BEE NECKLESS
$1750 J’ADIOR RINGS
$780 SANDALS
$1100 LONG DRESS
$7800 DIOR HAIR & MAKEUP
$1100 TOTAL LOOK COST
$21,398
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