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.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)