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DIOR, THE MAGAZINE: Christian Dior boasts nearly 7 million fans on Facebook — and now the French house is out to conscript more readers and viewers with today’s launch of DiorMag.
The online magazine goes live with eight articles — that number representing one of the founder’s good-luck charms — with Friday’s fall fashion show the first headline event: It will be live-streamed for the first time. Additionally, blogger Susie Bubble is to oversee a simultaneous feed on Twitter.
This story first appeared in the February 29, 2012 issue of WWD. Subscribe Today.
Dior hopes to update its online title almost daily with news from 30 Avenue Montaigne and the company’s global activities. The firm engaged a full-time editor in chief, whose identity has not been disclosed, to spearhead the project, with the brand’s communication department providing oversight and input. Adding editorial content represents the second phase of Dior’s stepped-up online profile, following last fall’s launch of a new Web site uniting fashion and beauty universes at one address.
The magazine — at Diormag.com or via Dior.com — is designed to tell the backstory of the brand and its products. Some editorial content is designed to entertain; some to inform, such as where raw materials for Dior perfumes are harvested. There’s also house lore galore: The site’s introductory letter notes that Christian Dior was so superstitious, he would sew sprigs of lily of the valley into dress linings for luck on the day of his show.
In addition to articles, the site is designed to showcase high-res images and longer-format videos that can be shared. It debuts in French and English, with simplified Chinese coming shortly. Versions for the iPad and iPhones are expected in the coming months, Dior said.