Dior is one of the mega brands of modern age. Over the past 50 years brand went through smooth evolution, created revolution in fashion and even got itself covered in scandals, boosting the media attention to the brand to a new level.
Christian Dior, the originator of the brand, worked very hard entire life. Only in the past decade of his life he was able to show off his talent and create a blueprint in a fashion industry. He was known to be a humble boy from a noble family. His mother was of very strong character and made his career choice difficult. His family owned a fertilizer factory and was quite wealthy until business failed and they went to near poverty. Whoever thinks that making a career is hard today, didn’t really thought how it was for people then. But these stubborn, old fashion times actually allowed Christian Dior create an iconic “New Look”.
Christian Dior truly revolutionized fashion and actually created the phenomenon of fashion. He became very famous when he cut the skirt making it just a right length to show off the shoes and beautiful woman ankle. This move in itself gave boost to shoes fashion, as shoes became much more visible under such skirt.
Christian Dior adored working with silhouettes. Fabric during World War 2 was scare and given little choices, Christian Dior creatively made new silhouettes to emphasize woman fragility and femininity. He once said “I created a flower woman”, meaning that the entire look from head to toe resembled a flower. He was big on accessories, and specifically preferred to use real jewelry and gemstones as oppose the replicas. Accessorizing the simple silhouette was another way to make a woman more attractive and her look finished. He was also a big fan of glasses. In fact Dior glasses were the first fashion eyewear accessories. He experimented with materials and shapes and bought out rights on Optyl – specially created plastic material that is widely used today in glasses manufacturing.
Just before Christian Dior passed away, Yves Saint Laurent was hired by then well established fashion house. He came just in time to work with the iconic designer side by side. Since Yves Saint Laurent was only 18 years old when he started, he embraced Dior fashion and continued perfecting the New Look. He kept working with silhouettes, shaping woman’s body line and designing new accessories before leaving to create his own brand.
Among the most recent and most memorable designers at Dior was John Galliano. He spent close to 20 years perfecting the brand and bringing it to the modern age. Galliano’s biggest contribution to the brand was that he kept it very famine. Despite new trends of trousers, jeans and minimalism, Dior brand kept it’s mark high concentrating on florals, details, beautiful female figure and colorful accessories. It was very unfortunate that John Galliano was fired a few years ago for a verbal fight in a bar. Since the Dior brand is a business where public image is everything, there was no place for a lead designer accused of antisemitism and alcohol dependence.
Today, Raf Simons is a lead designer of Dior house. His first collection gained negative reviews as he tried to divert the Dior style towards manly and simplistic making all figures grey and dull. He quickly corrected himself this year creating a hit collection based on Flower Woman idea and putting more emphasis on accessories.