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HIS Feminism 06
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HER Feminism
Resort Collection 2020 (I)
DIOR & DENIM 14 16 18
Market Analy
Look Costing
Brand Ambassador 22
Concept
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The DOUBLE COLLECTI
Visual Merchandising & Mock-up
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“You must always be courageous ‘You your It ismust about how fight you feel and for how you think
It is about how you feel and how yo
Don’t let others define who you are Christian Dior, the legend who revolutionised fashion in every way and remains today as one of the most celebrated couturiers of the century. Christian Dior was a French couturier who has revolutionised fashion in every possible way, in the short time period of a decade and has passed on his legacy to numerous successors, making the brand such a success, even after 70 years. Born in Normandy, France, in 1905, Dior was then moved to Paris at the age of 5. Right before he worked for couturier Lucien Long, alongside with Pierre Balmain, Dior ran a small art gallery, given by his father, which was eventually closed due to the Great Depression. In 1946, the house of Christian Dior was established on 30 Avenue Montaigne, Paris. It was backed by Marcel Boussac, which subsequently developed into the Boussac Group. In 1947, Dior then release his debut collection, named
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‘Corolle’ and ‘Huit’, which consisted of 90 different looks, forming the globally famous ‘New Look’. Another few styles included, which were sensational, was the inclusion of H-Line, Y-Line and A-Line. Right after this, Dior’s profile was raised exponentially by numerous world renown stars. Eventually, in 1948, Dior’s luxury Ready-To-Wear house was established in NYC, adding a range of luxury accessories, like perfumes (Dior Parfums, shoes, gloves, hat, etc. Despite Dior’s unfortunate death and numerous changes in designers who are leading the brand, Dior legacy has passed down through decades - Feminism and Timeless nature of design.
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It is about how you feel and how you think “You must always be courageous” ‘You must fight for your ideas’’
It is about how you feel It is about how you feel and how you think
Don’t let others define who you are.
HER
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The Legacy Of Fashion Icon Christian Dior Lives On.
Maria Grazia Chiuri stepped up as the first ever female artistic director in Dior’s seven decades of male leadership. In two short years, the former Valentino co-creative director has already made an incredible impact on the fashion house, using the runway as a platform to spread messages of women empowerment, feminism, and the arts. Chiuri put forward her own synthesis of what modern femininity can look like in her first ever collection with Dior, relaying the message, “Is that there is not one kind of woman”. Subsequently, she capitalized on her collections that was rooted in the most visible approach, feminism.
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RES ORT COLLE CTION MORE T HAN 2 0 2 0 A PRI NT With this collection, she sought A dialogue with the real and imagined landscape of Morocco, at the crossroads of Africa. Chiuri reinvented her toiles from her past few seasons, with her jungle creatures, wacky flora, and tarot card allusions and requested Uniwax, a local African wax print studio to interpret and design their versions of these motifs and to print in their ideal palette. These substantial cotton toiles form the basis of suits and jumpsuits, empire ball gowns and capacious jackets, align with Chiuri’s Dior—boyish outerwear with girlish frocks, anti-fit pants with crisp curvaceous jackets. The collection and campaign inspired and narrated from the perspective of a cultural “common ground,” as defined by the feminist philosopher Naomi Zack.
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The collection paid a tribute to diversity of the African continent, and tackled important topics of a global togetherness set within the industry. For the collection’s campaign, photographer Brigitte Niedermair captured a model cast of Dior favourites including Ruth Bell, Adesuwa Aighewi and Ana Barbosa, in an ode to pluralistic femininity. The focus is on the richness of textiles which is synonymous with the African continent – rich camouflage motifs, wax fabrics (created in collaboration with anthropologist Anne Grosfilley and the Uniwax factory in Ivory Coast) and embroideries, are all joining the past, the present and the future of both Dior as a brand and the world we live in.
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Looking back at this resort collection, we have these themes of paying homage to Dior’s predecessors but also to female artists in Africa (but also in the world), the incredible craftsmanship that paralleled to the ones in Haute Couture and most importantly, the feminism approach on fashion by Chiuri herself. The theme of utilising the elements and components in iconic pieces from Dior’s predecessors, such the ‘Bar’ Jacket, YSL’s coat, influenced how I have crafted my garment and the whole notion of feminism strongly upheld by Chiuri, has helped formed the concept of my collection.
It’s also a fabric rooted in sisterhood and female bonds
“Only women know the meaning of the designs”. The way women will wear specific prints depending on who they plan to meet and the mood they wish to convey. Uniwax Special Edition Christian Dior – Guaranteed Real Wax Printed in Côte d’Ivoire is a strong statement of a real partnership and collaboration and also, Maria Grazia Chiuri’s insistent vision of a global feminism accessed through fashion, recognizing female artists in Africa.
porting local women artisans
Wax print with at least 20 transformative and labour-intensive steps required, is so familiar to haute couture’s scene. It’s also a fabric rooted in sisterhood and female bonds.
S M FEH I I E NS M fashion’s most committed feminist, while hailing the great steps achieved by the Sumano, organization supwomenʼs movement a in Moroccan her lifetime
This is perhaps the greatest realization of Maria Grazia Chiuri's vision of a global feminism via fashion.
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DIOR F EMINISM
DEN IM
Denim is the most utilitarian, nostalgic, and adaptable of fabric.
Galliano introduced denim into the house of Dior in the 1990s. Denim was used in a postmodern way i.e. not used for its original purpose but for what it represented as a social ‘sign’. Dior is about femininity and women, and the challenge is to translate this. Another big leap by Chiuri has been the introduction of the fabric of the proletariat – denim – “but in a Dior couture way. If one were to take a flight, she don’t wear a skirt. Even Chiuri herself prefers denim pants and a ‘Bar’ jacket, super-light. The application of denim fabric being used, not only represent the notion of how women dressed is not predetermined, but also, serves as a practical purpose - comfort.
Blue is also a color that was among Monsieur Dior’s great favorites. Chiuri has reactivated and explored the color blue for Dior Fall Winter 2017/18 – Ready To Wear (seen on the left). The color blue is acceptable in all gender, age and social class. Besides being the symbol of holy virgins and kings, blue is also the color of workwear. This give a new identity to the House of Dior’s color story. The idea of denim being a comfortable material and defies norm of fashion industry (having the need to produce elaborate apparels) helps to form the foundation of the garment being functional and wearable.
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CHINA
E R M L A S K Y I T A N S A Culture & Trend:
Seasons/Climate:
China’s fashion somewhat similar to the entire Asia, resembling the combination between Japan’s avant garde, Korea’s classic and chic and Europe’s elegance.
China has 4 seasons, hence, all oufits shown in the West can still be adopted but collections has to go according to their seasons’ timings.
Dior used this as a reference point for their design in their recent SS20 collections, referencing China’s calligraphy, qipao silhouette, and Tang dynasty blue in various . Also in FW21 collection, Chiuri has incorporated red, which is the iconic auspicious color in Chinese tradition.
With such a huge market in China and how huge brands like Dior has used strategies like online event and live streaming and the fact that China is ahead of the entire world with technonlogy with the few powerhouse, it’s no wonder that Dior is able to penetrate the China market.
And given how the Chinese culture are, people spent and embue ourselves in labelled apparel, for the sake of status: You are judged by what you wear. And the hint of romanticizing the fashion in Europe, drives consumers to spend more and adopt the fashion from the West.
Furthermore, China has moved on to being one of the biggest fashion capital, seeing huge trends in fashion, with consumers embracing avant garde and haute couture apparels. Dior and other big fashion houses are able to meet the demands of all these high end luxury spenders.
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Navy blue and white Toile de Jouy head scarf AUD 800
Dior Oblique motif printed SADDLE BAG AUD 5500
The new Toile de Jouy, African wax print cotton long coat AUD 6600
Blue-and-white long sleeve cotton blouse and pants with new Toile de Jouy motifs AUD 4800
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K O LOO G N S C TI
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The cotton and linen mix long coat was designed, adapting to the dry and warm climate in the Africa. In addition, a new toile de jouy motifs was derived through the traditional African wax print and in a way paying homage to authentic craftsmanship and to YSL’s ‘long coat’ era.
Additional Cost
The pants and long sleeved blouse mimics the formality while embodying the simplistic look, also carrying the Dior oblique motif through the SADDLE BAG. These elements pay homage to the founder of the original oblique motif and toile dejouy motifs - marc bohan. The Dior SADDLE BAG also creates a contrast with the print on the outfit. The overall look presented a minimalistic yet contemporary interpretation of several elements that are vintage in some sense. The pairing of all accessories and apparels resembles the current China fashion - streetwear, with a touch of elegance.
5 COULEURS COUTURE eyeshadow palette: AUD 109
Lip Maximizer: AUD 55 Overcurl mascara in black: AUD 58
DIORSHOW 24H* STYLO: AUD 45 Dior Tribales Earrings, with white resin pearls and gold-finish metal: AUD 560
Total Cost -
AUD 18, 527
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N B A R D AMBASSADOR
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KIM J I S KIM JI SOOO O embodying denim's freedom and self fulfiling nature. The massive, international success of Black Pink highlights how K-pop has reached millions of North American fans from overseas. They were the first K-pop girl group to play at Coachella and to reach 1 billion YouTube views and now they’re the most-subscribedto music group on the platform. The skyrocketing K-pop movement manages to connect people through a shared love of music and cultural diversity. Among the group, Jisoo has an elegant appearance unique to Asia. Despite the group not having an official leader, Jisoo has been playing an active leadership role in the group, in charge of making important decisions.
She possesses various charms and holds an unique image. Via all the editorials that she was involved in, she has the ability to bring out the concept and atmosphere of the product. Like how Dior has imbue in their brand - “Toughness behind its elegance”, Jisoo also embodies various images innocent yet charismatic figure. Calm on the outside but charismatic on stage. By having Jisoo as the brand ambassador for this capsule collection, she will be able to create the much needed synergy effect and the true spirit of courageously challenge and not fearing different opinions.And with the ‘Black Pink’ effect, this would be able to penetrate the target audience of age 25 and below.
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It is about how you feel and how you think ‘You must fight your ’ It is about how you for feel and howideas’ you think
It is about how you feel and how you think
“You must alwaysdefine be courageous” Don’t let others who you are.
DOUB
MA S M I FE IN NE The ‘Double’ capsule collection revolves around the troubling gender issues throughout all fields, especially the music and art industries, even till now. The collection has drawn inspirations from numerous sources to form the dual nature of the collection, both sarcastic in some sense and also against the norm, as well as, in a literal sense of dualfunction when it comes to the garment itself.
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