Dior

Why have I picked Dior?

I have picked Dior as my favourite fashion brand because they use high quality fabrics throughout all of their luxury items. All of their items are designed with detail using elaborate techniques which I believe justifies the price of each item.

The history of Dior

The company was founded in 1946 by French fashion designer Christian Dior. However Pietro Beccari has become the CEO of Christain Dior couture since 2018. Dior soon went global, with the first store opening up on Fifth avenue and 57th street in New York City in 1948. Dior first started with fragrance where Miss Dior was introduced, and was dedicated to Christian Dior’s sister. Around this time was when Dior started to licensed the Dior name for accessories and provided the entire fashion experience, so the customer could not only have perfume, but now was able to buy the coats, hats, shoes and every other accessory one could want. Dior started to dress the biggest stars of the moment, such as Marlene Dietrich for her 1950 role in Alfred Hitchcock’s Stage Fright and his designs remained an essential in her wardrobe throughout her lifetime.

The introduction of Yves Saint Laurent

Yves Saint Laurent started working with Christian Dior in 1955 when he was only 19 years old. He started off at the fashion house as Dior’s assistant, but Dior was soon able to spot the potential in the young Frenchman. Dior soon met with Yves Saint Laurent’s mother to tell her that he had chosen her son to succeed him at the brand when the time comes. This happened in 1957, where Dior died of a heart attack at age 52, and Saint Laurent was given the role of artistic director.

Planet

Dior is not yet particularly sustainable. The brand only uses few eco-friendly materials, but has set an intensity target to reduce greenhouse gas emissions generated from its own operations. However the brand has not set a supply chain target.

Purpose

Dior was born out of passion and desire to make a change in how society perceived women. The goal was to inspire and empower women and indeed, since the beginning and until today this is presented in Dior’s designs, materials used, even marketing approach. Dior’s mission is ‘To only leave beauty as a legancy’. This means being fully committed to reducing their carbon emissions by 46% full scope by 2030 and aligning their business with the 1.5oC pathway. It also means to gather their efforts in favour of biodiversity with flower forming as driver of regeneration.

Profit

Dior not only is able to measure success in terms of traditional financial metrics. The brand’s profit and purpose is aligned in order for the company to be able to foster a value-driven organisational culture.

People

since 1947 Christian Dior has celebrated beauty and uniqueness. ‘Today we believe its our responsibility to seed positive change in the world through our cultural influence. Empower each and every individual to blossom their own beauty, starting with the people of Dior who make our house. we also value and commit to preserving the exceptional terroir, savoir-faire and craftsmanship.’ Dior is promoting diversity with brand identity campaigns. For example their #DIORSTANDSWITHWOMEN campaigns. They will continue to develop partnerships and campaigns with organisations to promote diversity and work towards their progressive vision of feminity celebrating bold feminine role models and sisterhood and more inclusive gender relationships.

References:

https://www.instyle.com/fashion/history-of-dior