Dior’s show in Mumbai was an acknowledgment to the increasing representation of the brand in India. Dior has had a growth of both manufacturers and consumers in India, so the brand decided to host a fashion show in honor of the expansion. “Indian shoppers have become a major force in the fashion industry, with the country’s levels of disposable income jumping by more than 24% between 2019 and 2022”. There are only two Dior boutiques in India, the first opened in 2006 in New Delhi. This show marks the start of Dior’s presence in India as the label is sure to connect and grow.
https://www.cnn.com/style/article/dior-fashion-show-india-runway-artisans/index.html
Many of the garments that walked the runway were constructed by Chanakya International. This atelier has worked alongside Dior’s creative director Maria Grazia Chiuri and notes that recognizing their partnership is important to begin the new era of Dior. Instead of displaying their spring-summer collection at fashion week, Dior created an extravagant show in a location other than New York City, Milan, Paris, and London. The crowd of 850 people included many familiar faces such as Bollywood icons such as: Rekah, Sonam Kapoor, Anushka Sharma, model Cara Delevingne, and actor Maisie Williams.
https://www.cnn.com/style/article/dior-fashion-show-india-runway-artisans/index.html
The show consisted of bright and vibrant colors, Madras check and Benarasi brocade fabrics, tie-dye, Nehru collars and Kurt tailoring, and intricate beading, all resembling the label’s contemporary take on classic and iconic Indian styles. Dior acknowledges and celebrates the elite craftsmanship that Indian manufacturers have presented to the label and incorporated that throughout the show. From the garments themselves to the backdrops of 22 mammoth tapestries, the artists’ creativity and dedication were featured. Vogue India fashion director Anita Shroff Adajania said, “I see this show as a thank you to India”, and textile designer and curator, Mayank Kaul said this show was, “a historic moment”. Dior is one of the few Western luxury brands to host a show where most of their textiles and garments were sourced.
https://www.cnn.com/style/article/dior-fashion-show-india-runway-artisans/index.html
Dior’s choice to host a show in Mumbai was to connect the past to the future of the brand as it becomes, “one of the fastest growing brands in the industry; its sales surpassed €8 billion in 2022”. With India responsible for over 1% of the global luxury market, Dior sees this as an opportunity to expand their partnership. The efforts Dior has made to showcase the craftsmanship and presence of India in their brand have been a significant moment for the history and values of this luxury fashion label.
Sources:
https://www.voguebusiness.com/fashion/backstage-at-diors-mumbai-show-where-metiers-dart-
played-a-star-role
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