JOHN Galliano has reinvented the New Look. Back in 1947, Christian Dior’s “New Look” echoed women’s dreams of more feminine clothes in contrast with the severe fashion prevalent during the war years. Longer dresses, accentuated waists, tapered shoulders were an instant success across the world. Women felt beautiful and elegant again.

Fifty years later, another genius is breaking new ground at Dior. John Galliano’s sense of fashion appeals to both a younger and older clientele. The genial designer has perfectly understood that today women who are ready to spend money on clothes are more interested in style than taste. In a global “flat world” a vast majority of women crave to be unique. Style gives them the opportunity to show off their personality through their choice of clothes and accessories.

Accessories, in particular, have become today as important as clothes. There is no better proof than the increasing demand for designer’s bags and shoes. This trend was perfectly anticipated by John Galliano who was understandably appointed in 1999 Artistic Director of Haute Couture, Ready-to-Wear and accessories lines. With such a position, Galliano became de facto in charge of the creation of clothing lines as well as leather goods, shoes, lingerie and beach wear.

Bernard Arnault CEO of LVMH, the luxury empire which owns Dior, admits that Galliano’s extravagant creativity is at times shocking but “the image that people have of Dior should not be that of a myth ensconced in tradition, we want the Dior Brand to spearhead creativity in the world of fashion. A creativity that does not shock is bland.”

Many felt it was a big risk to bring in Galliano in the House of Dior. But this bold decision has magnificently paid off. Since his arrival, sales have soared. A more contemporary image of Dior has been created and it has attracted new and younger customers worldwide.

Galliano celebrated this year the 60th anniversary of the creation of the House of Dior and he did it in his inimitable way. He gave the house’s roots a Japanese makeover resulting in peplum jackets with dainty origami folds, romantic full skirts and kimono edge-to-edge coats fastened with looped bows in a stream of vivid pinks, turquoise and buttercup yellow.

Galliano’s creative ideas stem from a web of disconnected times, people and places, not withstanding his homeland, Gibraltar. He went to school in Spain, reaching it via Tangiers:

“I think all that — the souqs, the markets, woven fabrics, the carpets, the smells, the herbs, the Mediterranean color, is where my love of textiles comes from,” Galliano said.

If Dior is present in the new emerging markets of China and India, it also wishes to reinforce its presence in the Arab world. A Dior boutique is due to open by the end of the year in Jeddah and a second boutique will be launched in Riyadh next year.

“Over the years, the House of Dior has developed an extraordinary strong and faithful relationship with its Middle-Eastern clientele,” said Brigitte Lefebvre, responsible for Dior in the Middle East. “Some of them are Dior Haute Couture clients for more than three generations. Favoring a certain kind of opulence and appreciating quality, creativity, know-how, values of excellence proper to Dior, there has been an increasing demand for the brand in the region. The Middle East and Saudi Arabia is a market with a great potential. It is a dynamic policy to make the brand more accessible to its customers in the region that will see more development with the opening of Dior Boutiques in Qatar and Bahrain. Arab women are sophisticated, well-informed and well traveled, fashion conscious and love to buy brand names. Their taste follows Western standard yet they have kept individuality and style.”

John Galliano shares with Christian Dior a great sensibility laced with femininity and romanticism and a passion for perfect tailoring, impeccable quality and a great attention to details. He has also brought to the House of Dior a creative power and a mesmerizing vision.