Dior strikes gold as Paris fashion makes mixed virtual debut

Dior strikes gold as Paris fashion makes mixed virtual debut
Dior presented its Fall 20/21 couture collection by way of a short film. Instagram
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Updated 07 July 2020

Dior strikes gold as Paris fashion makes mixed virtual debut

Dior strikes gold as Paris fashion makes mixed virtual debut

PARIS: The first ever digital Paris fashion week started Monday to mixed reviews from fashionistas.

Forced online by the coronavirus, labels tried to replicate the glitz and glamour of the real thing by recruiting film and television stars for the films which replaced runway shows.

In a bold move, Dior raised eyebrows by drafting in the Italian director Matteo Garrone, best known for gritty gangster films “Gomorrah” and “Dogman,” to immortalize its haute couture collection.

The gamble seems to have paid off in spades.

His mythologically inspired video featuring Greek nymphs, a mermaid and a rather horny Pan clocked up more than 1.5 million views on Instagram in four hours.

Gorrone weaved the story of the Theatre of Fashion, a touring exhibition of dolls dressed by French designers including Christian Dior just after World War II, into the fantastical universe of his own 2015 film, “Tale of Tales,” starring Salma Hayek and Vincent Cassel.

In the Dior video, two bell boys wheel a trunk modeled on the fashion house’s Paris headquarters through a dreamy primeval forest and offer the nymhs and forest goddesses each a heart-stopping look to try.

The director said Dior’s Italian creator Maria Grazia Chiuri gave him the idea for the storyline.

“When I saw the trunk with the small dresses it was already a fairytale,” he added.

But not everyone was so enchanted.

Some of the most liked comments on the video pointed out that there was “not even one black person in it,” while the New York Times’ Elizabeth Paton tweeted wryly, “Not very diverse casting (with the exception of the man-goats).”

Supermodel Naomi Campbell had earlier opened fashion week by saying it was time the industry took on the lessons of the Black Lives Matter movement and started “enforcing inclusion.”

Like Dior, the Dutch designer Iris van Herpen called in cinematic reinforcements for her video.

Her compatriot, actress Carice van Houten – the Red Priestess from “Game of Thrones” – was the star of Van Herpen’s digital offering, which concentrated on a single one of her ethereal high-tech looks.



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Exquisite Carice Van Houten embodying ‘Transmotion’ ~ Carice van Houten and Iris van Herpen were interviewed together by Vanessa Friedman for @NYTimes about their ‘Transmotion’ collaboration. A breath can fan the winds of change, spurring the dispersal of seeds. The film ‘Transmotion’ sheds light on following the process of a germinating first seed, that through nurture, may break ground and bloom into a better world. To read the full article and see the ‘Transmotion’ film ~ link in bio Featuring: Carice van Houten @LeaveCariceAlone Director: Ryan McDaniels @Mr.McDaniels Photography: @Valentine.Bouquet Art direction: @EugeneYeap I Ryan McDaniels Production: Ryan McDaniels I @TobiasHeinrichs1 I @Valentine.Bouquet Casting: @TobiasHeinrichs1 Talent: @Rebekkabeate Hair & make-up: @EmmyKlomp I @EEagency Hair & make-up assistant: @IrisZuidema #irisvanherpen #couture #parisfashionweek #thenewyorktimes #transmotion #caricevanhouten

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Van Herpen said she found the leap to digital difficult, “very unsure and quite hectic.”

She said she missed the “collaborative aspect of previous shows” and the adrenaline of showing live.