Behind the curtain

05.10.2016 Anti-Authenticity Marketing : Dior : Paris Fashion Week 2017
#TheWomenBehindMyDress by Dior, Paris

Paris – Before its first catwalk show by a female creative director, Dior celebrated the women behind the scenes of the collection.

  • The Instagram campaign featured people such as Dior’s calligrapher and its premier d’atelier (head of the workshop)
  • The films asks each woman the question: ‘Who is your female role model?’

#TheWomenBehindMyDress features a series of black and white videos, which introduce a diverse selection of the women working for Dior. The women, who are asked to name their female role models, are presented naturally at work, with the seamstresses interviewed at their sewing machines and the set designers shown in paint-splattered overalls.

The campaign promoted the first collection of the brand’s newly appointed and first female creative director, Maria Grazia Chiuri. The films’ feminist tones filtered into the show with a soundtrack containing extracts from Nigerian author Chimamanda Ngozi Adichie’s Ted Talk, entitled We Should All Be Feminists, a phrase that was also featured on one of the Dior model’s T-shirts.

Chiuri stated in her notes for the show that she wanted to create a collection that could be incorporated into women’s often hectic lifestyles. ‘I strive to be attentive and open to the world and to create fashion that resembles the women of today,’ she said.

The Big Picture

Consumers are tired of brands presenting an unobtainable vision of luxury and are demanding transparency to foster a genuine sense of connection. For more see our Anti-authenticity Marketing macrotrend.

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