Mila Perrin - Mini mag - SD2 MEL

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BEYOND DIOR WHERE THE YOUTH MEETS THE DIOR FASHION HOUSE

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DIOR’S HEART 4 CHRISTIAN DIOR MARIA GRAZIA CHUIRI

AMASSODOR 10 FKA TWIGS

RUNWAY 14 DIOR RESORT 2022 SPORTSWEAR THEME ANCIENT GREECE AND ROME THEME COMFORT, EASE, PRACTIICTALLY THEME

DIOR AND DENIM 24

BEYOND DIOR ISSUE 1

DIOR AND DENIM DENIM MASHUP

BEYOND DIOR FASHION CAMPAGIAN 26 DIOR AT HOME DIOR IN THE FUTURE

MARKET ANYALYSIS 38 COST ANYALYSIS MARKETING COLLATERAL

SHOP THE LAUNCH 44 PHONE CASES TOTE BAGS

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CONTENTS

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CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr CHRISTIANDIOr 7

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CHRISTIAN DIOr Christian Dior exploded onto the Paris

and the return of luxury. “Your Dresses

fashion scene with designs that flew

have such a new look”- Carmel snow

in the face of wartime restrictions and

(Editor of US Bazar). The ‘New look’

reintroduced a femininity and focus on

was quite controversial when it start-

luxury to womens fashion. Christian

ed coming out, as the higher class

Dior was the most successful fashion

could only afford the new look and the

Designer in the world and Dior is one

classes were once again separated by

of most successful high end stores to

their clothing after the great depres-

this date. Christian was born in 1905,

sion had brought them all together

In Normandy, France. He grew up here

and females were finally beginning to

and then studied political science, and

be accepted into the work life. Yves

then served in the military. His design

Saint Laurent was hired by Dior when

career started in 1095 when he re-

he was only 18 years old. Before Dior’s

turned to paris. He started his design

death he told Laurent’s family that he

career selling sketches, then was hired

would be the next person after him-

by Robert Piguet in 1938 and then Luc-

self to run Dior. Shortly after Dior Died

ien Lelong in 1941 when he returned

from a heart attack when he was only

from war again. In 1946 he opened

55 years old, and Laurent then took

his own house and that’s where the

over the brand. As the years went by

magic began. “The new look (1947)”

designer such as Marc Bohan (in 1960)

was a collection of gowns which were

, Milan’s Gianfranco Ferré (in 1989),

characterized by cinched waists, full

John Galliano (in 1996), Bill Gaten (In

skirts and an extravagant use of fab-

2011), Raf Simons (in 2013), the first

ric that contrasted sharply with the

women and the current designer Ma-

sober styles of the ration era. It was

ria Grazia Chiuri (In 2016).

intended as a celebration of femininity

“I wanted to be considered a good craftsman. I wanted my dresses to be constructed like buildings, molded to the curves of the female form, stylizing its shape”

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MARIA GRAZIA CHIURI Maria grazia chiriui is Dior’s current director since

she became the first female director for dior. Chiuri’s

2016 and first female artistic director. Prior to her

debut collection for Dior drew inspiration from the

role at dior, Chiuri spent 17 years at valentino, in-

Nigerian author Chimamanda Ngozi Adichie, whose

cluding 8 years at the brands creative leaders with

TEDx Talk about feminism had a major theme in the

collaborator pierpaolo piccioli. The duo successfully

collection. When Chiuri was young, she thought be-

refined valentino brand codes and grew the business

ing a feminist meant you didn’t want to wear lipstick

to reach 1 billion in revenue in 2015. She studied at

or high heels. In tribute to Archie’s ideas, Churui cre-

istituto europeo di design in rome and then went on

ated an iconic top which is now all over the media

to work at fendi as a designer in 1989. In 1999 she

with a title of one of her talks “We should all be fem-

joined valentino as an accessory designer and then

inists”. Churi explored the girlboss feminism in this

in 2008 she became co creative director of valentino.

collection and has since continued with this theme

In 2016, after raf simons stepped down from dior she

and viewpoint. Aswell as the constant feminist the-

was announced as his creative director. Under Chiu-

mees in her collection she hires female photogra-

ri’s direction, dior brought back some of their brand

phers, designers and assistants because she says,

staples such as the Iconic Saddle bag dior brought

“fashion campaigns are mostly done by male pho-

back its saddle bag as well as an influencer and so-

tographers—and I think it’s completely different, the

cial media marketing strategy with famous faces such

way that women look at other women. If Dior has

as Bella Hadid and comila coelho wearing the bag.

to speak about femininity, I want to hire women to

Chiuri has now brought themes of feminism to her

look at femininity. It’s also very important to me to

shows after the world started discussing that she was

work with women who have different backgrounds

a symbol of females growing in the industry when

and aesthetic references.” (Elle Interview 2020)

“My

work

is

rooted

in

pas-

sion, study and a desire to be on the frontline, with my own interpretation and also my own personal way of living the extraordinary adventure of being a woman” 10

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DIOR

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FKA TWIGS

“Being beautiful isn't everything... Sometimes it's interesting to show how you feel on the inside on the outside, just through expressing yourself.”

Fka Twigs (born Thliah Debreet Barnett), is

is." (Dazed interview 2020). She became a

one of most powerful, confident and ener-

dancer when she moved to london at 17, she

getic musicians today. She has built up such a

danced in music videos for well known artists

strong reputation in such a short music scene.

such as Ed Sheeran, Jessie J and kylie Mi-

Her music is unique and different, like noth-

nogue. She then renamed her name to FKA

ing we have seen before. She is a strong pow-

twigs and started her music career. Fka Twigs

erful female creator and that's why I believe

has always been an artist that defies conven-

she would be a powerful Dior Ambassador.

tion. Her music is independence, femininity

She grew up in a English countryside known

and touches on issues such as sexual objec-

as Cheltenham, since she was born she has

tification and submissiveness. Maria Grazia

been seen as “out of the box” from her fa-

Churir is always wanting to push out of the

cial features to her personal style and pas-

conventional shows and showcase creative

sions. "Half of my life I've had people staring

women and hire female workers as well as be-

at me because they think I'm funny-looking

ing a very open feminst. I think this would be

and ugly. The other half of my life I've had

a very powerful ambassador as it stands for

people staring at me because they think I'm

everything dior encourages with the current

fascinating. Everything neutralizes. It's more

Creative director Chuiri.

of a statement on society and how weird it

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“I ’m a very free woman, and maybe freedom is erotic in that way. Maybe it’s conceived of as something dangerous, and dangerous - in that creative and wild way - is sensuous and erotic. For me it’s more about making what I feel, but there’s always a reason, a level of integrity and classical expression in what I do” 15

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DIOR RESORT 2022 17

“SPORT IS MOVEMENT, SPORT IS FREEDOM” A major theme in Dior Resort 2022 is sportswear after drawing inspiration from the past year of lockdowns and Maria Grazia Chuiri re- arranging her furniture to make room to exercise a part of her freedom and movement. “Sport is movement, sport is freedom.

During lockdown, you would walk around your building just to get a sense of moving your body. That became our idea of freedom” (Vogue interview 2022). She wanted to create a sportswear theme throughout the collection so the buyers and the audience can feel as though they can wear the dresses and designs in a dressed down way as well as an evening/ event outfit. Athletic materials such as nylon are used throughout the collection and used in garments which are in the middle of sportswear and everyday life.

The show was taken over with chunky white trainers,cinching drawstrings, techy fabrics , workout dressing gowns, hoodies and retro gym bags. Chirui even deconstructed/ reconstructed the Christian Dior Iconic Bar jacket by removing ite liner and sporting its construction. She drew the technical properties of the sporty genre with the couture-informed craftsmanship normally viewed as its polar opposite and put them together for this collection. This also taps into the trends of sportswear and leisure wear being one of the most pervasive trends of the year.

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maria grazia churi home makes refrence in her 2022 resort collection 2022 One of the biggest references Maria Grazia Chuiru used for the Resort 2022 collection was Ancient Greece and Rome. “I come from Roma, don’t forget. Around me, the reference of Greece is everywhere, on every statue. It’s my background,” she said. (Vogue 2021). Inspired by her own history and the history of where she was raised she created a collection which was full of remarks and symbolic symbols of the era and culture. The primary colour in the collection was white, which symbolises the classic statues and also inspired Churiu with the silhouettes and designs of the clothing. The era of fashion and their traditional outfits such as the Peplos and Hellenic dresses as well as the design features of movement, simplicity of form and flow was heavily remarked upon in this collection. “Everybody thinks of Greece and Italy in terms of holidays… But our research was really big in terms of the history of Greece. We worked to show how important this time was, not least for the 20th century. (Vogue 2021) Mirui has used the same design techniques of draping, materials and pleats which has been inspired by peplos and chitons. Peplos and Chitons were garments worn by the Ancient Greece women, it consisted of a large rectangular piece of material folded vertically and hung from the shoulders, with a broad overfold.

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As Well as the garments Chuiri has referenced the jewellery worn by ancient greek women such as the gold belts used to cinch the waist on the gowns in this collection and the hair oranmation.

“Maria Grazia also collaborated with a range of Greek artisans: the tailor Aristeidis Tzonevraki created a bespoke embroidered Book Tote and bar jacket; the Soufli-based factory Silk Line Hellenised Dior’s signature houndstooth in silk leggings and shorts; Atelier Tsalavoutas created traditional caps worn by Hydriot fisherman; and Athenian artist Christiana soulou illustrated seven mythological figures, which appeared on a silky fil coupé jacquard bias-cut gown worn with sneakers. This was a tribute to Greece, ancient and modern; mythical and real.”

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In the 2022 Dior Resort collection Maria Chuiri Grazia has used themes of comfort, ease and practicality. After nearly two years of lockdowns and restrictions across the world, comfortable and practical designs are at the forefront of the fashion industry. “Part of a new generational spirit is a lack of patience with complicated fashions. Instead, young people imbue conventional dress codes with an expectation for comfort and ease. That territory is a walk in the park for Chiuri—or make that a sprint! Values of functionality, movement, and comfort are ingrained in her cultural inheritance and her practice at Dior.” (Vogue 2022) A Lot of the collection included flowing silhouettes with not much structure paired with socks and sneakers. The fit in some of the collection is up to the buyer with the use of draw string around the waist

COMFORT, EASE AND PRACTICALITY IN DESIGNS INFLUENCED

BY THE RESTRICITONS AROUND THE WORLD DUE TO COVID19

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DIOR AND DENIM Denim was created firstly for practical denim designs such as jeans, Denim Jackworkers such as denim overalls and boil- ets, Boiler Suits, Denim Skirts and Shorts. er suits. Jeans were standard practice for

Maria Grazia Churir has also incorporated

workers such as miners, war workers and

denim into more luxury pieces with den-

farmers. By the late 70’s, early 80s high im either drawn into the patterns or made end brands were starting to incorporate

completely with the fabric such as Hats,

jeans into their designs. In 1976 Calvin

Bags, Jewellery and more unconventional

Klein showed blue jeans on the runway-

denim clothing. Maria Grazia Churiir has

the first one to do so. By the 1990s Dior, even recently updated the iconic Saddle Versace and Dolce and Gabannena had bag crafted in denim and fully embroialso entered the jean market. Over the

dered and embellished with dior flow-

decades the types and styles of jeans and er motifs. The Jadore bracelet has also how denim is incorporated into brands been another popular item which Churiri become stratified among groups and

revamped using denim as the material,

subgroups: hip hop styles- low oversized,

this has now become an social media icon

sludge jeans, intellectuals and hipsters

and is worn by many influencers and ce-

turned to black denim, pop stars turned

lebrities. Churir has explored using Denim

to favoured whiskered styles.

in clothing such as pleated denim skirts,

Dior has

heavily used denim in nearly every collec- denim bucket hats, denim belts and taition over the last couple of years. Dior has

lored denim jackets which were all shown

Ready to wear denim collections current-

in Dior Fall 2019 Ready to Wear show.

ly online and in store in more traditional “Over the decades the types and styles of jeans and how denim is incorporated into brands become stratified among groups and subgroups”

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BEYOND DIOR FASHION Photographed And Creative direction by Mila Perrin

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LOS ANGE MARKET ANALYSIS Los Angeles is another niche area which has a

Celebrity base at LA i thought it would be the

leading revenue for Dior but also one of the

best location to hold the pop up. I also designed

leading marketing and social media presence my collateral pieces for the pop up based on of the brand. Below are three looks from the

this location. The bag for the everyday use of

Dior Spring 2020, these looks are appropriate LA residents, perfect for a beach bag and erfor LA because of the climate and weather. In

rands and the phone cases for their social me-

LA the main purchases are hats, Jewellery, Bags dia/ technology use in LA. As it is the leading and warmer climate clothing such as tops, skirts, social media presence for dior I thought this was dresses and swimwear. I chose the location for the perfect reason to hold the pop up here as it my pop up as my top resonated with the trends

would also be shared on platforms and will allow

and best sellers of dior at the Los Angeles Mar-

more people to see the designs and pop up,

ket. As for the warmer climate and influencer/

without actually being there.

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ELES Here is the broken down full cost of look two (All prices in AUD) from top to bottom: Dior Denim Cap- $1300 Dior Pinstripe blouse- $2300 30 Montaigne Bag- $5500 Dior Garden Overalls- $5000 Dior Camp Ankle Boot- $1900

DIOR SPRING/SUMMER 2020

Total Cost= $16600

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