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Dior brings something new to every season. Ever since the first show on 12 February 1947 – introducing the New Look – the House has continued to assert its vision through elegant, structured, and infinitely feminine collections.

When Christian Dior opened his couture house in October 1946, he was 41 years old and had already accumulated a wealth of experience. After a sheltered upbringing in Granville, Normandy, he opened an art gallery in Paris, then trained as a dress designer at Lucien Lelong. These experiences shaped his culture and honed his tastes. In a post-war context of deprivation and rationing, Dior had just one obsession: to allow women to rediscover joy, elegance and beauty. In only ten years, from 1947 to 1957, Christian Dior revolutionized the conventions of elegance and femininity, designing collections infused with dreams and enchantment. The man who set out to be an architect offered women his vision of beauty through elegant lines, his name eventually becoming synonymous with French luxury all around the world.

Today this heritage is reinterpreted in ever more daring and inventive ways by his successors, who revisit the House’s iconic codes season after season; from haute couture to ready-to-wear for women, men and children, along with accessories, footwear, leather goods, perfumes, jewelry, watches, makeup and skincare.

Creative Director Maria Grazia Chiuri has always had her heart set on establishing creative exchanges with African cultures. With the Cruise 2020 collection, she sought to dialogue with the real and imagined landscape of Morocco, at the crossroads of the Mediterranean, Europe and Africa, as a dream destination for artists, poets, writers and eternal adventurers.

Showing the 2020 Cruise collection in Marrakesh represents a way of being guided by the memory of the House and Christian Dior’s first successor, Yves Saint Laurent, a native of Oran who was fascinated by Morocco. This show also illustrates the concept of a meeting of ideas, a “common ground” like the one feminist philosopher Naomi Zack describes, in which, despite all differences, exchanges among women can materialize through reflection and action. Maria Grazia Chiuri imagined this collection like a map whose topography is filled with sentiments revealed through traditions, places, cultures and savoir-faire, recalling how techniques, gestures and images belong to a collective heritage. This cartography is enriched and animated by various creative collaborations that nourish Maria Grazia Chiuri’s project and enhance Dior’s codes like a multilingual artistic dialogue.


Photo credits:

Photo of Dior Champs-Élysées Flagship © Dior

Cruise 2020 Group Shot: ©Nadine Ijewere for Dior

Backstage photos: ©Ines Manai


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