Thursday, 28 December 2017

DIOR, FEMINISM AND CHIURI


"DIOR HAS TO BE ABOUT FEMALE EMPOWERMENT. ONLY WITH FLOWERS? IT'S NOT ENOUGH."
 - MARIA GRAZIA CHIURI 

Image result for Maria Grazia Chiuri dior

Last year Maria Grazia Chiuri became the first woman to ever become the artistic director of Dior. There has been some real controversy behind the brand now as many feel it has lost its authenticity since Chiuri became artistic director. In an article written for Vogue by Lauren Indvik, Chiuri is interviewed and she addresses this issue. She now see's the Dior woman as "one that may still don a ball gown and stiletto on an occasional evening, but for day prefers long-sleeved shirts, boyfriend jeans and a pair of easy walking flats, a cross-body bag slung across one shoulder." 

Christian Dior - Spring 2017 Ready-to-Wear

This T-shirt was part of the Spring 2017, Ready-to-Wear collection. It retailed at $710 and was promoted by many celebrities such as Rihanna, Natalie Portman and Jennifer Lawrence. The quote "WE SHOULD ALL BE FEMINISTS" is from an essay written by Chimamanda Ngozi Adichie. The success of this t-shirt proved that designers can showcase clothes with an opinion without a drop in sales. Due to this many other brands have gone forward with this idea and Dior have designed a brand new t shirt for the latest collection (photographed below.) 

Image result for Why have there been no great women artists dior


This look is taken from the Spring 2018 Ready-to-Wear collection in which the quote "WHY HAVE THERE BEEN NO GREAT WOMEN ARTISTS?" is taken from an art historian, Linda Nochlin's 1971 essay. In the article I read Chiuri talks about why she chose this quote and she says "I think that sometimes this idea is inside of women, that they know that it is very difficult and so they don’t try to make what they really like."

I personally think that Chiuri is doing so well as the new artistic director and I think that she has switched Dior and made it different and engaging, specifically to a younger generation. Beforehand Dior was very flamboyant, elegant and beautiful which I think is still so amazing but I think that it is important that brands evolve. In modern times where women rights, and feminism is at the forefront of mainstream media with issues such as equal pay and #MeToo, It is beneficial for the brand to address these issues so that people can connect with the brand.


THANK YOU 

CLAYTON EVANS 


SHARE:

No comments

Post a Comment

Blogger Template Created by pipdig