Dior Keeps the Communication Flowing With a Narrative Around Their First Loungewear Capsule Collection
Dior presents its first capsule collection entirely dedicated to loungewear, baptized Dior Chez Moi. Designed by Maria Grazia Chiuri during the confinement period, the creations celebrate the art of living at home in style.
For this new line, Pietro Ruffo, a Roman artist dear to the Creative Director, redesigned his emblematic zodiac motifs – a tribute to the superstitious nature of Monsieur Dior – like a world map linking sky and earth, continents and constellations, flora and fauna. Alongside a revisited version of the Toile de Jouy, one of the House’s hallmark codes, his sketches sublimate precious pajama sets, delicate bathrobes, and snug ponchos – irresistible, timeless pieces that can also be worn outside.
Dior’s wonderful bombardment of videos fashion shoots has kept them at the forefront of the fashion world’s imagination. Unlike most houses, Dior has gone to the trouble to produce fun, engaging, beautiful media to go along with this timely capsule collection. Moreover, Dior has cleverly maintained continuity in their marketing story by setting this capsule in Italy, piggybacking on their mesmerizing Cruise Campaign in Lecce. This story serves both as a stand-alone as well as a feature in the house’s Cruise magazine. Dior recognizes that, with the difficult circumstances created by the pandemic, it is not the time to shy away from communication, but enhance it. Leadership is about more than speaking, it is knowing when to speak.
