Brands, Business, Fashion, Fashion IndustryCharlotte HollihanJuly 08, 2020Fashion Brand, Fashion, fashion world, Fashion Industry

It's official, Dior won Couture Week

Brands, Business, Fashion, Fashion IndustryCharlotte HollihanJuly 08, 2020Fashion Brand, Fashion, fashion world, Fashion Industry

It’s that time of year again, and nothing will stop us from becoming excited about couture week.

Haute couture week is a favourite among fashion aficiandos, and nothing will stop us from scrolling through the Vogue Runway app and oo-ing and aa-ing over the unveiling of the AW20 couture collections.

That being said, there is one stand out brand in the first digital fashion week ever, and that brand is Dior, who stole the show with the unveiling of their couture miniatures. They presented a short film, the Mythe Du Dior, showcasing their couture collection in miniature form, which is how it will be presented to Dior clients around the globe. I’m not usually one to comment on clothing on this site, but the pieces are beautiful, the film even more so, and Dior took the challenge of a digital fashion week and made it so uniquely Dior that it is hard not to comment.

There is something extremely magical about a heritage brand, with couture as one of its brand codes, creating a collection of elegant and feminine dresses for no other reason than they are beautiful. To then put them in miniature form to liken them to the Théâtre de la Mode wonders of 75 years ago, is just so supremely playful and sublime. It seems so anachronistic, so archaic, and so out of fashion with what is happening at the moment around the globe. But to be frank, I love Dior for doing this, for sticking to what they know as a business and a brand, and creating something elegant, timeless and lovely a result. This, after all, is the essence of haute couture.

In the past I have been somewhat critical of Dior for using themes that seem too easy and somewhat trite (women as a Greek goddess) for example. But at this moment in time, going back to the basics and the Classics seems a complete breath of fresh air.

And honestly, isn’t it all what we need right now? To look at something truly beautiful? To take space and revel in what is everlasting? To appreciate art for art’s sake?

So thank you Dior, for making fashion magical again.