Dior introduces the new Cruise 2020 Collection at their flagship store.
Iconic fashion brand Christian Dior celebrates the release of their Cruise 2020 Collection by hosting an event in the flagship store on London’s New Bond Street.
The creative director of Dior women’s collections, Maria Grazia Chiuri, spearheaded Dior Cruise 2020. The inspiration for the collection comes from African culture, which in itself inspires Maria Grazia Chiuri. In addition to this, the use of wax fabric highlights the Cruise 2020 line. The use of wax fabric print in Africa stems far and wide. Each wax print has it’s own unique culture and story.
A 16th Century Sultan’s palace in Marrakech, Morocco hosted the runway show for the Dior Cruise 2020 collection. Marrakech has inspired many of the designs from the fashion line. However, this is not the first time Morocco has influenced great artists and designers. Christian Dior’s first successor, Yves Saint Lauren, born in neighbouring country Algeria, often found much inspiration in Marrakech. Yves Saint Lauren’s style and panache is on display in an art museum and botanical garden, where he used to reside in Marrakech.
Maria Grazia Chiuri collaborated with many designers who’s work is deeply rooted in African culture. One of which is Pathé Ouédraogo, known as Pathé O, who is mainly well known for designing clothes for Nelson Mandela. As well as this, Pathé O created an outfit for the Dior Cruise 2020 collection paying tribute to the late president.
About the Event
The launch event displayed the new Cruise 2020 Collection and a custom design Dior Photo Pod and backdrop. The Photo Pod showcased a fully wrapped wax print design, matching the design of the background.
Shoppers could have their photo taken and printed instantly onto a Cruise 2020 branded print. Each guest who had their photo printed received a personal Dior photo wallet to store their image. Guests also had the choice to their photo directly to themselves with the email sharing feature on our Photo Pod.
To coincide with the campaign the photos features personalised overlay inspired by the Dior Cruise launch. It featured camouflage motifs evoking the power of nature in a distinctive fusion of cultural patterns,
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