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MINUIT ISSUE

Dior x Jisoo

CONTENTS: 04 - Christian Dior 06 - Creative Director 08 - Themes 14 - Denim x Dior 16 - Market Analysis 18 - Brand Ambassador 20 - Flatlay 22 - Hero images 28 - Popup Collateral

hristian Dior, a designer built base design and shape of the brand ‘Dior’, still influences current designers. He left a strong impression during 12 years as he founded 1946 and died 1957. After death of Christtian Dior, Dior supported by many designers at their younger days, such as Yves Saint-Laurent and John Galliano and reaches to the position and repetition Dior has today. On February 12, 1947, Christian Dior presented his debut haute couture collection in Paris. Immediately dubbed as the “New Look,” its most prominent features included rounded shoulders, a cinched waist, and a full, A-line skirt. It was a time when people are poor and starving from WW2, especially for clothing, it was practical and simple with minimal fabrics. This “New Look” collection shocked the society in both positive and negative way. This design re-established feminine style before war began. At this time in Paris, sharped silhouette was popular fashion style while his new collection was curved/ soft shape. However, his design used lot of fabrics leading to wore by only high-class people and distinguish rich and poor. Also, feminine bought back idea of women in the house and social position of the women at that time. But as time goes on, this ‘New Look’ became a Look for the new generation and around the world. (Tomas,2017)

Christian Dior

aria Grazia Chiuri is Dior’s first female artistic direction. Chiuri was born in 1964 in Rome,and studied at Istituto Europeo di Design in Rome. She spent most of the three decades at two Italian fashion houses: first Fendi, where she and her creative partner, Pierpaolo Piccioli, helped come up with the popular Baguette bag; then Valentino, where she and Piccioli were first accessory designers, and later co–creative directors. She said in her one of interview that she enjoyed the privilege of moving through the world without thinking too much about her gender; at Fendi, her first big job, she worked for five sisters in a company that “taught me everything,” she says. So when Chiuri signed on at Dior and the press started hailing her as the house’s first female creative director, it felt strange to think of herself as a symbol of feminism. But she also understood how clothes had greater meaning than just aesthetics: “It’s impossible that it’s not political, something that is in relationship with our bodies.” (Okeowa,2020) Her influence of “new feminine” idea gives different vibe to Dior’s ‘feminine’ image that was created though years.

Maria Grazia Chiuri

Creative Director

Lascaux Caves Paintings

The Lascaux caves painting had a huge influence on the designs of Dior’s 2018 Resort Collection. The Lascaux Caves Paintings are estimated to be up to 20,000 years old cave paintings, found in a complex of caves in the Dordogne region of southwestern France. Maria Grazia Chiuri discovered that Christian Dior was fascinated by Lascaux; his Ovale collection of 1951 featured prints inspired by the paintings. Chiuri riffed on the idea in her own way, she printed on different materials and gave realistic touch on the design as well as mysterious mood.

Theme

The Motherpeace Tarot Tarot card was also one of key look in the Dior’s resort collection 2018, as unspoken message. Tarot images used for a design are called “Motherpeace tarot” and it’s a feminist deck departs from traditional Tarot imagery by featuring just a few male figures. By using tarot cards from the Motherpeace deck, she emphasise her idea of “feminist” through visual metaphor of the concept behind her collection.

Theme

She studied at the Art Institute of Chicago and the Art Students League in New York, where she learned the techniques of traditional painting. The direction of her artistic practice shifted dramatically four years later when she studied the revolutionary ideas of Arthur Wesley Dow. Dow offered O’Keeffe an alternative to established ways of thinking about art. She experimented with abstraction for two years while she taught art in West Texas. Through a series of abstract charcoal drawings, she developed a personal language to better express her feelings and ideas.

eorgia O’Keeffe In resort collection, there are lot of inspiration from artist Georgia O’Keeffe. She studied at the Art Institute of Chicago and the Art Students League in New York, where she learned the techniques of traditional painting. Her look was mannish, minimalistic look and simple styled with some design influence from Traditional Korean clothing. The dresses included Chiuri’s favorite silhouette: square neckline, corseted bodice, A-line midi skirt. Those clean look could be influenced from Georgia as well as some of colour palette of black and white are relatable to Georgia. WThere were also plenty of her signature balletic, sheer embroidered gowns; some came with a sequined handprint motif, while others had primitive-looking embroideries of women and animals.

Denim

In Dior Fall Winter 2017/18 – Ready to wear designed by Maria Grazia Chiuri ‘s main focus was revisiting the Chevrier look from the Haute Couture Fall Winter 1949 and adapting in to modern look and colour of blue/denim that Christine Dior liked. Denim could be worn by any gender, age and social class, for this campaign Dior targeted at younger generation and appeal to wearability of the look. The luxury comes with accessories like saddle bag and silhouette of the garment able to give luxe feel. In this campaign, they appointed young group of women with diversity, for example of hair colour which appeal to younger generations such as 20s and feel easier to enter Dior products. French photographer Brigitte Lacombe took campaign image, and she is known for her influential and revelatory portraiture. She could express strong feminine look and similar imagery that Chiuri wants.

DIOR

Denim x dior

COSTING ANALYSIS:

Market analysis

CREATIVE DIRECTOR: MARIA GRAZIA CHIURI HAIR STYLIST: GUIDO PALAU MAKEUP ARTIST: PETER PHILIPS CASTING DIRECTOR: MICHELLE LEE PRODUCTION: BUREAU BETAK MODEL NAME: GRACE HARTZEL

Currency: AUD($) Dress: $6500,00 Long jacket:$ 9400,00 Belt:$1000,00 Stephen Jones hat: $2550,00 Boots:$2000,00 Bracelets:$1600,00 Choker:$500,00 Mascara: $58,00 Blush: $ 64,00 Foundation:$93,00 Face palette:$76,00 Lipstick:$65,00 Concealer:$65,00 Total: $23,971,00 + model

LOOK

Jisoo from Black Pink is my ambassador for my campaign. She has strong fan base for age of teenagers and 20s generation at Asian market. Jisoo could express Dior’s strong women image by her songs and performances, BlackPink’s songs are heavily on how they move on without man and independent women. Jisoo’s image of feminine but independent and clean will be suitable for Dior and especially for my campaign, targeted at Asian community with traditional Korean dress inspired garments will be perfect. Also, her influence on SNS is big and for younger market her post on Instagram are already has impact on campaign.

Brand ambassador

Flatlay

DIOR

Popup collaterals

Popup Collaterals