Now that China slowly reopens business French luxury brand Dior chaired by head of LVMH Bernard Arnault, seized the opportunity to launch its 3rd edition of its retrospective exhibition about Dior’s design. Previously the exhibition was launched at Paris’s Musée des Arts Décoratifs and London’s V&A Museum. This third edition was supposed to start in May but was halted due to the Covid19. The exhibition invites visitors to “a prodigious journey through the world and dreams” as Dior describes it. The bombastic exhibition is a big bet on the future of the brand, it successfully drove the attention of celebrities such as Angelababy, Zhao Liying, and Wang Junkai.
The exhibition showcases the work of its current creative director Maria Grazia Chiuri, and displays 275 haute couture dresses, as well as curated installations from Chinese artists Xu Bing, Lin Tianmiao, Gao Weigang, Wang Guangle and Yan Peiming. The designs span over the course of the 70 years of Dior history, allowing visitors to revisit some of the most iconic pieces of the brand. A total of 1,000 visitors were allowed to enjoy the exhibition, making the event the first real “big-scale” fashion event of the year at the Long Museum. Shanghai has managed to avoid the major outbreaks that neighboring cities had to endure, and can now slowly reopen its businesses and events to the public, a great news for the city and Fashion industry in China.
Exhibition curator Oriole Cullen described the internationally-collaborative-effort: “The team at Dior created nearly 80 individual films for colleagues in China to explain how the archives needed to be dressed,” and added “It was 10-hour Zoom calls every day with China in terms of the install.”
The brand took the chance to present its new jewelry collection on 16 models with new Grecian couture look designed by Chiuri, just for the Chinese audience. And to close the event, a dinner was hosted in a French garden inspired re-created gazebo. Jewelry designer Victoire de Castellane describes: “The inspiration was tie-dye fabric, a pattern that has been used quite a bit at Dior by various designers of the house. I thought it was interesting to replicate the effect with jewelry,”
With ‘Designer of Dreams’ Dior proves once more that anything can happen in Shanghai, even during a pandemic, when planning logistics for an event of that scale can quickly become a nightmare. The exhibition has generated 530 million page reads and 5 million social media posts. A glimpse of hope for a quite uncertain future.
Fashion carries on in Shanghai! More information about ‘Designer of Dreams’ Exhibition below: