PARIS — Christian Dior is splashing its famous name over two glossy initiatives this fall and winter: its own print magazine, and a holiday project with Printemps’ Boulevard Haussmann flagship.
Disclosing details of the two projects, Dior chief executive officer Sidney Toledano said such communication efforts nourish the brand, feed its narrative and help articulate “the values of Dior, which are different from our competitors.…It’s important today to differentiate ourselves.”
Entitled Dior, the seasonal magazine is to be published each September and March in nine languages with a controlled circulation to Dior’s best customers and prospects. Toledano declined to quantify the number of copies the company is printing but said French and English versions would be released first, around Sept. 10.
Versions in German, Italian, Spanish, Korean, Japanese, Chinese and simplified Chinese are forthcoming.
Dior enlisted art director Fabien Baron to design the 110-page debut issue, which features Marion Cotillard on the cover wearing the house’s original Bar jacket and flaring skirt from 1947.
Patrick Demarchelier, Jean-Baptiste Mondino, Paolo Roversi and Willy Vanderperre are among the high-profile photographers with credits in the issue, whose content is overseen by Dior’s in-house communications team. Features include an interview with Dior’s new couturier, Raf Simons, by editor Jo-Ann Furniss, with articles and photo spreads dedicated to men’s wear, fine jewelry, perfume and accessories.
“It’s another way to communicate luxury,” said Toledano, flipping through the heavy, velvety pages and stressing, “This is not a catalogue. It’s fresh and modern. It’s how we see ourselves; our own maison. I think it translates perfectly the mood of the company right now.”
The print issue follows the February introduction of online editorial at Diormag.com, which has already attracted some 2.6 million visitors, the company said.
Meanwhile, the Christmas partnership with Printemps extends from the building’s facade — with special illuminations and windows — to unique products and holiday shopping bags.
The initiative runs from November to January, starting with mechanical windows whose dolls will be dressed in exact replicas of iconic Dior outfits, realized by its couture ateliers.
Watercolor sketches feature on shopping bags and on some exclusive products, conveying Dior’s feminine, French sensibility. The latter range from an Advent calendar, priced at 130 euros, or $164 at current exchange, to a special-edition Dior watch for 30,000 euros, or $37,770 at current exchange.
Toledano said the Printemps partnership speaks to the house’s “excellent relationship” with European department stores like Printemps, Galeries Lafayette and Le Bon Marché in Paris, Harrods in London and La Rinascente in Milan, which in recent years embarked on upscaling drives to attract luxury consumers. “Everyone understood the future was to embrace and bring in the best brands,” he said.
“We really believe Printemps is more than selling products — it’s about creating an experience, and we’re looking for brands that can help us create magic in our store,” said Printemps chairman and ceo, Paolo de Cesare. “We wanted to use the incredible beauty of Paris to create a global dream for Christmas, and when you talk about Paris, there are a few brands that exemplify the elegance, the luxury, the savoir faire and the fashion of Paris, and clearly Dior is one of the best.
“Paris is the capital of fashion. We are blessed to have as neighbors the best brands of fashion and luxury in the world, and we need to make the best of this,” he added.
Printemps estimates that 10 million people pass in front of the store during the Christmas period. Footfall inside the store is 100,000 on Saturdays during the Christmas period, double the usual amount, and 60,000 to 70,000 on weekdays, up 30 to 40 percent versus the rest of the year.
“Despite all the crisis and things that you hear, we are seeing an increase in traffic in the store,” de Cesare said, noting the store has posted double-digit sales growth at Christmas the past three years.
“Luxury continues to be an absolute winner, and it’s accessories, watches and jewelry and shoes,” he said. “This has been a trend for a couple of years and we believe it will continue. What we have been seeing the last couple of months, and I think it will be the very good surprise for Christmas, is a new interest in fashion.”
He said this was due to three factors: the renovation of Printemps, Asian demand and a creative renewal at key brands.
Printemps has previously invited Chanel and Lanvin to help create its Christmas displays.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)