Visitors arriving at the Dior Spring 2021 exhibit may have had a sense of deja Vu. While the fashion herd traveling to Paris from Milan last February, Italy began closing several regions, adding the northern city of fashion. When Dior shows up at the time of the calendar, buyers and the press questioned PFW’s fate by completing its planned nine-day agreement, and many industry players interrupted his travels or completely canceled it to avoid contracting the new virus.
This season, a similar feeling lurks as the French government has imposed new restrictions on countries’ hot spots, adding Paris. Great adjustments come with bars that don’t work after 10 p. m. , indoor gyms and pool closures, and despondency of the formal circle. family gatherings such as weddings, anniversaries, etc. On Saturday, the number of new instances increased to 16K in 24 hours, alarming government officials, but this time, many things were remarkably different: a program that generally invites 1,500 more people has reduced its number to 350. with a cap of 1,000 to 26 September instead of 5,000, it is unclear what occasion with so many participants he took a position anyway. Public occasions such as a picnic in the park or on the banks of the Seine may not exceed an organization of ten. )
Not that Dior had to remove 1150 other people from his guest list; There was a significant decline because countries such as the United States, China, Russia, Brazil and others were banned from traveling here through France or the company they work with. This time, temperature controls, mandatory masks, hand gel and open room. there were plans to make the occasion an occasion for all.
The artistic director of women, Maria Grazia Chiuri, reflected some of the anguish caused by the pandemic, and expressed it through stained glass windows created from articles about art and its history stuck in front of a spectator through Lucia Marucci. the choral organization Sequenza 93 sang a painting through Lucia Ronchetti on the Sardinian chants of the nineteenth century “Voceri”. The spoken slash piece of music created a haunting and strangely melodic soundtrack for the designer’s casual collection.
Grazia-Chiuri, reflecting an FMH finish as imagined through the intellectual eyes of poets and artists, designed the brand’s bar jacket in a karate style, the boho robe with dresses, denim uniforms and riffs in a vintage white shirt. and miniget lace dresses dotted with a flowing chiffon dress that had the elegance and ease of staying at home. Being fashionable, pandemic or not, an Extinction Rebellion protester broke into the catwalk at the end of the exhibition with a flag that read “We are all victims of fashion. “
Although the designer’s vision might have been bleak, Dior CEO Pietro Beccari was his same usual optimist, talking to me a few minutes before the exhibition, and rightly so. He and his team took a hit by being the first major fashion logo to marry Tik Tok to publish the exhibition live and film the collection. “Mr. Dior was an innovator. We are inventing new tactics to use virtual technology,” Beccari said. adding: “We were also the first to launch our new saddlebag in 2018 with a synchronized virtual drop from our influencers around the world. Now we see other logos doing this. ” He credits his strong team for closing the deal with Tik Tok, shyly admitting that his daughter is the way he meets the social media debutant. Post-transmission knowledge revealed that other people on TK saw the screen on the new platform.
Digital has proven to be a smart strategy for Dior that is constantly improving. “We usually succeed in 25 to 30 million perspectives on our screen, but with the station screen that didn’t have a live audience, we control to succeed in 40 million perspectives,” Beccari said. “It’s wonderful if we can invite 1,500 other people to our exhibitions, but with all the money we spend, all the pictures we take, it’s wonderful to be able to use that to succeed in more viewers. “
Another point of pride is that despite the presentation of the cruise collection two months later than usual, production has been kept going and this collection arrives at the points of sale on October 29. “If you think about it, it’s very fast,” he said.
You can also boast of your summer pop-up and the good luck of the transitority outlets, which ended last month. With these outlets we made several million euros despite the crisis that caught a very captive audience that we hadn’t had. The possibility of succeeding before, ” he said, breaking the difference. This year, the French stayed in Saint-Tropez; Italians in Capri, Portofino and Porto Cervo, where locals were surprised to locate our presence. We haven’t had normal tourists coming to big cities this summer. “A new location in Bodrum, Turkey, in Yalikavak Marina, the greatest fortune of all, according to Beccari.
The CEO can’t reveal exact figures, but parent company LVMH said Dior seems incredibly and remarkably resistant to the luxury slowdown, partly because of his accessories and parts business like the new Bobby bag named after Christian Dior’s dog, which was introduced in June, which already show promising results. You cannot publish figures, but you requested to log in to the next LVMH published on October 10.
I am an award-winning American journalist in Paris covering the luxury and fashion industries with over 25 years of experience. I spent more than 18 years in the industry.
I am an award-winning American journalist founded in Paris covering the luxury and fashion industries with over 25 years of experience. I spent more than 18 years in the “Bible” of the world water day retail and fashion industry, also known as Women’s Wear Daily, where My rhythm first sportswear, then accessories and jewelry for 14 years. My career has witnessed the transition from classic printing to virtual evolution. In this role, I have acquired a deep wisdom of global design, wholesale and retail markets as well. like the marketing that underpins them. Along the way, I met countless creatives and entrepreneurs who create luxury from creation to point of sale with the consumer. I’m Forbes. com to tell your stories.