Is Dior a celebration of the body in motion?

Figure 1: A photography showcasing what the Dior 2019 spring/summer ready to wear catwalk show presented

With the expansion of social media and online technology fashion shows are more accessible than ever. To stay pertinent in the eyes of their consumers, fashion brands need to push past the norms and boundaries. A spectacle catwalk show is an effective way of a brand accomplishing this.

A spectacle catwalk show is an extravagant show, which is avant-garde, aspiring, ambitious and often innovative. Focused on “communicating a brand message or lifestyle, rather than meticulously showing collections” (Cope and Maloney 2016, p.100) in a creatively relevant venue. Dior's 2019 spring/summer ready to wear runway show highlights every aspect of a spectacle in fashion. It was such a phenomenon that Dior’s celebration of the body in motion elevated into a fully-fledged campaign.

Figure 2 - 11: Dior's 2019 spectacle catwalk show

Held at the famous Paris racecourse, Hippodrome de Longchamp, the show was nothing less than spellbinding. Embodied with a modern dance performance, choreographed by Israeli choreographer Sharon Eyal, 136 projectors creating a winding pathway and endless confetti. (Harper’s Bazar, 2018). First female creative designer, Maria Grazia Chiuri, enriches the collection through this entrancing intimate relationship between dance and fashion. The two are very close as, both, “speak about the body” (Singer, 2018). Clearly inspired by “the radical nature of contemporary dance movements” (Dior, 2019b) the collection embodies the natural movement and freedom personified by dance pioneers, such as Martha Graham. Replacing the original sharp, corseted silhouettes with dance-inspired looks, such as free-flowing, pleated dresses, billow slips and tutu-esque skirts, exemplifies what freedom means to Chiuri (Dior, 2018).

Dior have established a brand identity symbolic of French luxury fashion, founded upon heritage. Integral to Dior’s brand identity, since Chiuri, is the “contemporary feminist rhetoric” (Banks, 2018). The brand continuously creates campaigns underlined by the notion of feminism; characterised by the collection’s natural femininity (Dior, 2019a)(Lee, et al., 2000) shown through the strength of movement and female art (Banks, 2018). Riffed on the original New Look Dior, the collections floor length gowns and evening dresses in a muted colour palette (Banks, 2018) aligns the show with its rich heritage.

Figure 12 - 21: Dior's 2019 spring/summer ready to wear collection

The success of the show created memorability, expectation and anticipation in the eyes of their consumers (Cope and Maloney, 2016, p.105). Highlighting its sensation, Dior expanded its theme into a multichannel promotional campaign. Still embodying the female form and the beautifulness of a garment in motion (Cambe, 2019) a fashion film and a print campaign were created.

Collaborating with director Fabien Baron and Choreographer Sharon Eyal, the spring 2019 film illustrated the fluidity of the collection (Dior, 2019b). The film epitomised the spectacle runway show in every sense. The collection was displayed alongside professional dancers once again whilst located in a setting “hung with draperies in delicate shades of nude” (Dior 2019b).

Figure 22: Spring-Summer 2019 Ready-To-Wear film Campaign.

Sharon Eyal’s expertise was used once again with British photographer Harley Weir to deliberately show “the models’ supple and delicate allure captured through an interplay of shadows” (Dior, 2019a) seen in the print campaign. Mirroring the lightness and avant-gardism of the collection (Dior, 2019a), modern dancer look alike models wearing items from the collection, such as mesh bodysuits and fluid dresses (Prant, 2019) were used.

Figure 23 - 29: A celebration of the body in motion print campaign

There is only one thing left to be said: Dior, unquestionably, is a celebration of the body in motion.

Reference List

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Cambe, P. 2019. Watch the Dance of Dior in the Spring 2019 Campaign Film. [Online]. [Accessed 21 October 2019]. Available From: https://www.lofficielusa.com/fashion/dior-campaign-spring-2019

Cope, J, Maloney, D. 2016. Fashion Promotion in Practice. London, United Kingdom: Fairchild Books.

Dior. 2018. Spring-Summer 2019 Ready-To-Wear Show. [Online]. [Accessed 23 November 2019]. Available From: https://www.dior.com/en_gb/shows/womens-ready-to-wear/spring-summer-2019-ready-to-wear-show

Dior. 2019a. Dior Mag. [Online]. [Accessed 23 November 2019]. Available From: https://www.dior.com/diormag/nl_be/article/the-spring-summer-2019-ready-wear-collection

Dior. 2019b. Dior Mag. [Online]. [Accessed 21 October 2019]. Available From: https://www.dior.com/diormag/en_gb/article/30340

Evans, C. 2001. The Enchanted Spectacle. Fashion Theory. 5(3), pp.271-310.

Harper’s Bazaar. 2018. Dior Kicks off Paris Fashion Week with a Spectacular Show. [Online]. [Accessed 23 November 2019]. Available From: https://www.harpersbazaar.com/uk/fashion/shows-trends/g23398363/dior-kicks-off-paris-fashion-week-with-a-spectacular-show/

Lee, T., Leung, C. and Zhang, Z. 2000. Fashion Brand Image Marketing: Brand Image and Brand Personality. Research Journal of Textile and Apparel. 4 (2), pp.60 -67

Prant, D. 2019. Dior’s Spring 2019 AD Campaign is a celebration of the Body in Motion. [Online]. [Accessed 21 October 2019]. Available From: https://fashionista.com/2019/01/dior-spring-2019-ad-campaign

Singer, S. 2018. Spring 2019 Ready-To-Wear Christian Dior. [Online]. [Accessed 23 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior#

Figure List

Figure 1: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 17/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#17

Figure 2: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 4/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#4

Figure 3: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 37/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#37

Figure 4: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 36/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#36

Figure 5: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 35/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#35

Figure 6: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 32/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#32

Figure 7: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 22/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#22

Figure 8: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 20/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#20

Figure 9: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 2/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#2

Figure 10: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 1/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#1

Figure 11: Aldama, I. 2019. Spring 2019 Ready-To-Wear Christian Dior Atmosphere Look 14/38. [Online]. [Accessed 16 December 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/atmosphere#14

Figure 12: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 87/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#87

Figure 13: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 70/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#70

Figure 14: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 61/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#61

Figure 15: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 78/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#78

Figure 16: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 12/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#12

Figure 17: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 69/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#69

Figure 18: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 27/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#27

Figure 19: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 6/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#6

Figure 20: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 5/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#5

Figure 21: Vlamos, Y. 2019. Spring 2019 Ready-To-Wear Christian Dior Look 19/88. [Online]. [Accessed 17 November 2019]. Available From: https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/christian-dior/slideshow/collection#19

Figure 22: Dior. 2019. Spring-Summer 2019 Ready-To-Wear Campaign. [Online]. [Accessed 23 November 2019]. Available From: https://www.youtube.com/watch?v=pgjEn5UnAGo

Figure 23: Weir, H. 2019. The Spring-Summer 2019 Ready-To-Wear Collection 9/11. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/nl_be/article/the-spring-summer-2019-ready-wear-collection

Figure 24: Weir, H. 2019. The Spring-Summer 2019 Ready-To-Wear Collection 6/11. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/nl_be/article/the-spring-summer-2019-ready-wear-collection

Figure 25: Weir, H. 2019. The Spring-Summer 2019 Ready-To-Wear Collection 5/11. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/nl_be/article/the-spring-summer-2019-ready-wear-collection

Figure 26: Weir, H. 2019. Infinite Lightness 2/5. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/en_gb/article/30340

Figure 27: Weir, H. 2019. Infinite Lightness 5/5. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/en_gb/article/30340

Figure 28: Weir, H. 2019. Infinite Lightness 4/5. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/en_gb/article/30340

Figure 29: Weir, H. 2019. Infinite Lightness 3/5. [Online]. [Accessed 17 November 2019]. Available From: https://www.dior.com/diormag/en_gb/article/30340