Dior "luxury" in China

On New Year's Day in 2009, I was fortunate to have witnessed the first exhibition of "Dior and Chinese Artists" in Beijing 798. This is a perfect spiritual communication between Dior and Chinese consumers. It is a spiritual dialogue between Dior and artists who are creating and rewriting Chinese contemporary art landscapes. It is a feast of Dior and Chinese art. This "Fashion Feast" is a collision between classic and artistic works. It crosses between the two different creative fields of art and fashion. It makes one indistinct whether it is art or top merchandise.

Hermes chose China, Dior also chose China, not only because China is the world's largest potential luxury market, their eyes are more focused on the development of Chinese contemporary art in the past 10 years, China has begun to reshape the image of the art heritage, China Contemporary art has become the world’s top commodity that is difficult to measure. These have become the reason why Dior chose to cooperate with Chinese artists in organizing exhibitions. The magic of artists is that they can interpret works from different perspectives and achieve communication effects. Not only do they attract celebrities, the audience of artists is wider and easier to spread, which also vividly maps the creative soul that Dior has always been rooted in. .

Dior knew that Chinese art has gradually influenced the world. As the legendary brand of European haute couture clothing, it should have close contact with Chinese contemporary artists and allow these Chinese artists to interpret Dior's connotations in their own unique ways. Dior's approach seems to be doing business propaganda, but it is not. In addition to the use of marketing tools, it is more of a power to influence culture. They try to use the inspiration of Chinese artists to see Dior himself and Dior Kingdom. For Dior, it is not surprising that those airlift collections are exhibited in world-class museums, because clothing itself is an art, and Dior wants to present it to the audience. It is the 21 Chinese artists and fashion that represent contemporary art. Different expression media communicate with each other to present the brand's cultural essence in an eclectic manner. Nearly 100 pieces of Dior Couture's works from Paris were displayed in the French-style courtyard with French taste created by Dior and Chinese artists. Among them, Mr. Dior's 1947 masterpiece "New Look" included the most influential women's work in fashion history. "We have to marvel at the fact that Christian Dior's fashion kingdom has not only laid a solid foundation for today's great brand, but has also brought a luxury and visually immersive art feast to mankind." The purpose of art is to show beauty. I believe many luxury brands are also doing such a show, like CHANEL's mobile museum came to China, Hermes designed the "Splendid Dream" scarves China exhibition, etc., they are doing a The thing is to do consumer emotional education, combine local culture and art, and deeply root the brand in the hearts of consumers. This is their ultimate goal. However, Dior's cleverness lies in that he did not turn the exhibition into a trade fair, but used a powerful artistic atmosphere to bring shock and touch to the audience. In the 8,000-square-meter Museum of Modern Art and Design, Chinese artists interpret Dior's connotations in a unique way, perfectly presenting Dior's potential for recreating in the contemporary world. We discovered the influence of art and culture on Dior's body. The Dior brand in the history of the development of honorable status.