DIOR Preview-What you need to know about DIOR and it’s love for Street culture
What you need to know about DIOR and it’s love for Street culture
Last week at the DIOR preview on the Bund in Shanghai, we captured a literal 360-degree aspect from the brand. First with its in house Virtual Reality glasses it launched last season as well as a full preview consisting men and women’s apparel, accessories as well as its beauty and fragrance line.
But here’s what stood out the most from DIOR’s campaigns and preview this season; The French maison’s tie to urban street-culture showcasing the for 2nd time Rihanna and this season A$AP Rocky as the fresh face of it’s menswear campaigns.
Last year the Barbadian singer and actress was the new face — and the first of a black woman to be ambassador for Dior’s fashion line.
This year, she brings out her bad ass essence to Dior’s luxury atmosphere and launches a gorgeous collection of futuristic “star trek” star struken eyewear simply entitled RIHANNA, the first ever celebrity designed collaboration for the French house.
Still without any appointed creative director since the departure of Raf Simons, the Dior team seams to be taking on a celebrity trending approach for its campaigns and collaborations.
“We are very pleased to partner for the second time with Rihanna,” said Dior chief executive officer Sidney Toledano. “She is an artist, an entertainer, an entrepreneur, a philanthropist, and a style icon for today’s generation.”
Later on, we also see that rapper A$AP is appointed in Dior Homme’s FW global campaign immediately after he was showcased as brand ambassador for Guess Jeans launching a 90’s capsule collection with the American denim brand.
Diversity and rebelliousness are the key essence to selecting the rapper amongst other talent such as filmmaker Larry Clark, French actor Rod Paradot and model Dylan Roques on board for this campaign.
“It’s about taking two worlds like streetwear and high-end and kind of mashing them together,” A$AP Rocky told WWD.
Although from the initial start you may not instinctively associate Dior with these artists, their connections run deep with the brand; frequently appointed front row attendance, dropping Dior’s name in several of their songs, and high product endorsement are some examples.
Dior is not going away from it’s traditional and timeless good girl elegance with Natalie Portman ambassador for DIORROUGE and French ambassadrice Marion Cotilard for Bags and RTW, but I think they are trying to expand their audience to a younger generation, taking on new and fresh paths going in alignment with todays undeniable trends of the moments; sports lux, pure entertainment, underground hip hop culture, youth, and diversity.
Not to mention, A$AP’s capsule collection for Guess sold out within several weeks off the racks in the US, where it even ended up selling on E-bay for almost 6x’s the original price. Rihanna’s ties with Dior have also become stronger than ever after last years campaign “Secret Garden IV” – Versailles series” which received a huge social media buzz that is still running today as well as paying off a double digit growth in sales last year attributed to the Diorama bag campaign that she was showcased in. Both influencers are not only proven to be sales boosters but also social media phenomenons and true style icons. “For its 2014-15 fiscal year, the luxury brand’s sales grew 18% to hit €1.76bn ($2.12bn). Full-year profits from recurring operations grew 21% to €226m ($272m).” WGSN reports.
Womens RTW: Mixing bold and fun colors together with big Volumes Lean silhouettes, wide V shaped fronts, knits, fur, structured fabrics and decorative pieces with bright pallets.
Rectangular shaped mini bags covered in strong embellishments and embroidery as well as the metallic colors of the new Mini Lady Dior Bag.
Leather Reptile/Croco pumps
High collars, destroyed stiched unstiched details, 90’s goth accessories. A strong mix and focus on red, Bordeaux, black and cream pallets. Formal sneakers with leather straps and sport rubber soles. Formal attire with a slight hint of English goth and strong prints of red and black plaid.
- DIOR Dream Skin for the humid summer heat
This is probably one of the best skin care product you can have for this summer, as well as being SPF +50, its ultra light cream texture creates a fresh matt effect on the skin as well as creating a clean glow effect.
4. Miss Dior’s– Absolutely Blooming Rose Petal Fragrance is showcased through a RoseLab exhibition going through Dior’s expertise of crossbreeding, selection ,extraction and formulation of roses to create the final product.
Most photos taken by my Iphone 6, Celeb campaign photos sourced from the internet