On Monday, a live show of the collection of the French luxury brand Christian Dior took place in Shanghai, which took the opportunity to present its Fall'21 collection in a live show during Shanghai Fashion Week.
Unlike Paris Fashion Week, which was held under lockdown and travel restrictions that forced designers and brands to showcase their collections primarily digitally, Shanghai Fashion Week runs as usual. China has had a surprisingly low number of people infected with Covid-19 since last summer.
Shanghai Fashion Week runs until April 17th. It is worth noting that the creative director of the brand, Maria Grazia Chiuri, for the demonstration in Shanghai, created a new version of the brand's seasonal collection, which turned out to be brighter and more revolutionary than the collection that was demonstrated online at Paris Fashion Week.
Both Dior collections share a few key silhouettes in common - A-line ballet skirts, mini dresses, a classic “Bar” jacket, and white socks and black très-Dior berets in the accessory line. But the collection shown in Shanghai stood out for its color and fittings. So the series of jumpsuits and jackets was decorated with round sequins and other sequins, mostly pink and red. The collection was complemented by jackets in metallic leather, lush strapless dresses in fluorescent colors, worn over black mesh leggings. Leopard print was everywhere, from jackets to dresses, and it was also seen in the new shoe of the current Dior collection, the open-heel ballet flats called Mizza.
In total, for the show in Shanghai, the brand has developed 9 exclusive looks, including 4 dresses shown in the final of the show (with the letters "DIOR")
According to experts, the creation of a separate collection for China indicates the brand's special attention to the market, which has recovered much faster than the markets of Western countries. They also believe that the pandemic could lead to further market splits, forcing brands to create different marketing concepts to promote in different regions.