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.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews