For sometime now, the trend of european power brands focusing in New York has been quite noticeable. Take Armani or Chanel for example. In the case of the masterful brand Christian Dior this is a more increasingly and powerful development.
Recently during the 2014 Tribeca Film Festival, Dior was the focus and the tittle of Frederic Tcheng’s Documentary “Dior and I”. The film premiered on day one of the festival giving the audience an unusual view inside Dior’s ateliers in Paris. We watched with distinction as of a top member of the Dior Couture team is summoned to New York to assist one client. This happens just days before the presentation of their Spring Couture Show.
Just last week Dior presented their Collection Croisière 2015 or Cruise 2015 Collection in English if you will. The Brooklyn Navy Yard, by the banks of the East River, was the setting for the show. Stood by a dynamic strip of water that flows to meet the Hudson. To Dior it is a place that presents an iconic view of Manhattan Island.
In this Cruise Collection, Raf Simons, Artistic Director for Christian Dior, takes the idea of American style and its emblematic place in national identity, combines it with the quintessentially European sensibility of Dior, and presents a subtle, abstracted view of the two made one.
There was no expense too high for the show, just as there is never one (as we see in the documentary), when it comes to pleasing their clients. Dior flew hundreds of people in. That included the designer, and flying in his studio, the atelier, a visual merchandising team, international executives, buyers and merchants.
With 600 guests this was Dior’s biggest resort show ever by attendance. All gathered to view 66 looks. Some guests arrived by car but, for the most part people arrived by ferries. Emblazoned with the Dior logo and complete with Champagne poured by sailors dressed in Dior uniforms as well. The collection seemed designed with New York in mind.
America is a constant inspiration for me,” says Raf Simons. “The pop culture, the energy, the fluidity... there is just something so alive here. What I always like in America is that there is such a melting pot of styles. But there is always a look – a strong look. Whether it is uptown or downtown, East or West coast, there is always a strength and reality to how women dress here.”
On the celebrity endorsement side, Dior and Actress Jennifer Lawrence have extend their relationship with a longer contract. Jennifer Lawrence is not from NY but if she was, she would make a great representation of a young, New York talented actress.
Additionally New York’s Dior Homme boutique has recently been joined by a recently opened store in San Francisco’s chic Union Square. Located on the eastern edge of the square (at Maiden Lane and Stockton).
Envisioning a globe of customers clad in head-to-toe Dior, the brand has set about building an empire of elegance, “There is nothing I would like better than to make every woman look and feel like a duchess,” Mr. Dior once said.
This new approach of Dior on the American costumer is a fulfillment of the legendary Dior’s promise to the world of "glamour".
From film, fashion shows, shoots done in New York, territorial coverage and American endorsements, Dior under the creative overview of Raf Simons is a brand that continues to be our french sweetheart.