Fashion Designers of Dior 1946-2014

Who have been the head designers at Dior?

RAF SIMONS 2012- PRESENT 

Raf Simons was named fashion director of Dior in March 2012. He took over from the bad name Bill Gaytton had left it with a made a huge turnover for Dior. Raf has had a huge success working for Dior and has inspired many. He intentionally wanted to bring back the 1950's feel when Christian Dior designed his A line silhouette look. His desire was exposed in Autumn-Winter 2012 were he master this look in his first collection. He now aims to go back to the 90's were he felt emotion within fashion, now he feels like modern fashion has lost its emotion and intends to bring emotion back within his designs. His impact will have a huge affect in fashion, with his admiration to bring back traditional values.

BILL GAYTTON 2011-2012

Bill Gaytton took over Dior in February 2011, he holds the shortest record for head director of Dior, having held this position for only a year. Throughout Gaytton time at Dior he received bad press for his design and collections for the couture brand. Diors luxury name was being tarnished therefore Dior as a company decided to assign a new director. The company was left to be picked back up and find a strong authority but who was going to take on this job. 

JOHN GALLIANO 1997-2011

John Galliano was chosen to become Dior new fashion director in 1997 he was compared to Dior whilst previously working with editor and chief of American Vogue, Anna Wintour. He had a innovative mind his love for theatre and femininity became the focus of his designs. Galliano ball gowns exhibition in Moscow, 2011 was a huge success. He influenced so many designer and has left a trademark in Dior fashion.'My role is to seduce', throughout his 14 years at Dior, to this day Galliano has been one on the most important designers at Dior.

GIANFRANCO FERRE 1989-1997,

Gianfrano Ferre took over from Marc Bohan in 1989, his Italian background influence his creative ideas taking over Dior. He used the same romantic, feminism and modernity that symbolised Dior in his designed collection. He also created a ready-to-wear which created a gap from couture fashion, his suits and dresses were incredible detailed with strong similarities to Dior styles. He received an De d'Or award also known as the golden thimble award in 1989 for his first Dior haute couture collect, having also won the Occhio d'Oro award six times for the best Italian designer. Dior had found itself something special.

MARC BOHAN 1960-1989

Marc Bohan started working for Dior's London line in 1958, however was later on promoted in 1960 to replace Yves Saint Laurent to become director of Dior. He defined a new era and new silhouette for Dior known as the 'slim look' he inspiration was back in the 1920's moving away from contemporary fashion choosing more of a graceful version of Dior's iconic shape. During Bohans 29 years working for Dior he increased the target market by design Dior fragrances in 1963 Diorling parfum for women was launched followed by, Eau Savage men's fragrance in 1966, Diorella womens fragrance in 1972, Dioressence perfume in 1979 and Jules in 1980. During Bohan time at Dior a exhibition was announce in The Paris Fashion Museum in anniversary of Dior's first collection.

YVES SAINT LAURENT 1957-1960, 

Yves Saint Laurent took over Dior after the death of the founder Christian Dior which was announce in august 1957. Saint Laurent kept the fashion house running he had a high expectation to keep up with, after Dior had died his legacy still remained within the couture brand and his designs were to go on. However his first spring collection in 1958, was seen as subtle version of Dior's new look, he designed dresses with narrow shoulder lines which were also flared gently at the bottom. Later that year his his second collection of designs featuring hobble skirts and beatnik did not have the same response as his first collection.In 1960 Yves Saint Laurent was forced to leave Dior to serve in the French army during Algerian War of Independence.

CHRISTIAN DIOR 1946-1957

Christian Dior founded the brand Dior in December 1946, which is now established as one of the world's top fashion houses. He was a french designer with an ambitions to design a collection aimed for women due to the lack of femininity, his creation was labelled the 'new look'. This look had such a large impression on the fashion industry and was label a couture brand by the French Ministry. His use of rich fabrics and embellishment gave the brand a deluxe design, this has carried on within the brand still after his death, were his work has been a living legacy and which change a major part in women's fashion.

   

Background of Dior

DIOR

On the 16th December 1946 Christian Dior was founded as a fashion house, located in Avenue Montaigne, Paris.

Paris 1947 "Christian Diors Fashion House"

His first collection was shown in 1947. During the World War fashion became subtle and boring however, post world war Dior established a look which was really about opulence. All women wanted Dior's clothing, he became famous by making women look fabulous by accentuating their femininity. 

    Feburary 12th, 1947  Diorable Style is Born 

"In 1947, my first collection was successful beyond my wildest dreams"- Christian Dior



World famous stars such as Rita Hayworth, Princess Margaret Fonteyn, Daphne Guinness and Ava Gardner wore his designs which raised the Dior profile significantly. This new look was the total opposite to the fashion in the previous years he design clothing for women to nip in the waist and full skirts that dropped to their ankles. 

Christian Dior with Rita Hayworth

Christian Dior with Ava Gardner

Dior built a fashion empire, establishing the Dior ready-to-wear house which was located in 5th Avenue and 57th Street in New York City 1948. Dior parfums (Miss Dior) launched the following year in 1949 he expanded from couture into luxury ready to wear. 

He licensed Dior with accessories such as gloves, fur, stockings, ties and perfume. Dior had such a profound impact on fashion in such a short career, in just a decade he managed to create a legend and a legacy that is still around today. 

Christian Dior introduced an ultra-feminine silhouette which would change the global fashion revolution forever, improve Paris as the hight of haute couture. This is how the legendary empire of Dior was launched.

Dior The Brand

What is Dior?

Dior is a couture brand named after the designer and founder, Christian Dior. Dior was a french couturier who was well known for his fashion house which is often referred to as just Dior. One of the most prestigious names in both fashion and beauty, Dior is known around the world as a brand that doesn't follow trends, but sets them. 

Fragrance and Beauty:

Since the first couture collection launch in 1947, this French couture and beauty house has been name compatible with style and luxury. Dior extends way beyond the world of ladies couture, it skincare and fragrance lines are maintaining the brands cultured reputation. 

Dior fragrance and beauty had a turn over of £3.6 billion, a 17% increase and selective retailers £7.9 billion:
. Fragrance 48%
. Make-up 35%
. Skincare 17%
These figures show that there is a huge amount of fashion conscious target market, who have an expectation from these products and desire beauty. 

Clothing:


Its brands identity is known for its black, white and grey colours, its use of high-ends fabric such as silk, worsted wool and gorgeous embroidery.

           Christian Dior Autumn/Winter Collection 2014


The logo is a identification method of the designer, its marketed at 25+ with high tastes, highly educated with a relatively good financial income.

The brands image (mission statement) is elegance, romantic, classy, trendy, feminine, red carpet and luxury which positions itself in the market between classic and traditional. 

Inspiration/Ideas

My theme is 'lONG LASTING' a theme of love, masculinity and indulgence. Eau Sauvage means 'water' however I want to focus more on the history of the fragrance, its been around for a long time and I aim to expression that the male that wear the cologne will share this essence with the women he loves. I want to give my film a sense of ora. I have looked at past and present Dior campaigns/adverts that sell mens fragrances. One I liked in particular was Dior Homme featuring Robert Pattinson the 'love story' behind the advert was so heartening.

              

Paco Rabanne One Million- Sexy, Slick, Quick, Smart, Chic

I was inspired by the costume and location in this ad campaign. I like the way it is shot in a plain room with white walls I am to shoot my film in a basic room. I will have to bare in mind the lighting and space. I also have been inspired by the smart but casual dress code in this advert.

Dolce and Gabanna The One for Men

I like that the film is shot in black and white, I originally wanted to shoot mine in the same format however this advert has given me even more ideas on how to dress my models especially my female model I will dress her all in black, I like a lot the the positioning how the story leads up to the balcony of a love scene. 

Competitors

Current Fragrance Market


Paco Rabanne 1 Million 

"Creativity is not about seduction, it's about shocking. I try to create powerful moments because emotions speak only the truth."

Paco Rabanne created 1 Million for men in August 2008 as a flamboyant and defined by excess fragrances. It is a very supreme masculine scent which is very unique. The smell is strong and has a ora to it you can smell this delicious scent from a mile away and can still recognise it. 1 Million is a seductive blend featuring blood mandarin, amber and a sensual leather accord, the smell is very intense, deep and headier mixes of blond leather, pepper, saffron and sandalwood. The bottle is very luxurious with a gold body and diamond crown this connotes that the brand image is aiming to portray a richness, wealth, strength and decoration.

Dolce and Gabanna The One for Men

" A classic men's fragrance that would last for years and be the type of scent that women adore".

Dolce and Gabanna The One for women was such a great selling fragrance that they launched Dolce and Gabanna for Men in March 2008, has a perfect reflection of the ideal Dolce&Gabanna Man, charismatic, seductive, elegant and sophisticated. The fragrance has a spicy oriental scent, that are both classic and modernised. The smell is vibrant and engaging, a fresh scent that looms around a room it is a concentrated  elegant and sensual touch with bright, fresh top notes, a spicy and warm heart and refined masculinity. The bottle features clean, geometric lines a classic design with a silver beck crowned by a sophisticated rectangular brushed brown metal. The advert 'Sweet Dreams' is shared by both 'The One' fragrances for men and women.

Dior Homme

"Dance as if no one's watching, love as if it's all you know"

Dior Homme by Christian Dior is a woody floral musk fragrance for men. The fragrance was launched in 2005 by Tsutomu Kiyama, the smell is defined by its lavender, iris, ambretta also known as musk mallow and pear edge with a slight touch of vetiver and virginia cedar. The masculine Iris and sexy signature enhanced the masculine and rare sophistication. Dior Homme is worn like a sleek and elegantly modern suit, leaving behind the immediately recognisable woody and spicy trail of elegance.

THE DIOR HOMME MAN

"The Dior man reflects his time. His fragrance is timeless, unchanged, for he has worn it well and will do so still. More than a fragrance, Dior Homme has become an identity. New images now embody it: those of a man who is wild and free, sexy and determined. Its masculine floral notes and complex luminosity initially gained the admiration of those seeking uniqueness. Then, its revolutionary trail conquered and seduced many more in its wake. Once the surprise had passed, the strength of its construction remained." The typical demographic for this fragrance is: A male, aged 25 - 40, middle class who is successful and confident. 

Dior SWOT

S W O T 

Strengths:

• Haute Couture brand which is known worldwide. 
• High end designer thats been established for over 60 years.
• A fast moving brand that has an unique and individual marketing strategy which has kept the brand known for so many years.
• It has a strong identity, the company has a sense of historical conception that is forever growing.
• The brand has an affection with their consumer to keep the brand identity flowing.

Weakness:

• Dior over the years has had a few different designers since 1946, which has change the brand by adding their distinctive personality and creativity.
• The balance of the brand has been up and down in the industry by the choices made by certain designers with a change of couture prices and independent designs.  

                              Dior 1946

Dior 2014

Opportunities: 

• A big opportunity Dior has recently had was opening an event in Harrods, London last year. 
• This was a huge promotion for the brand and allowed a variety of audiences to view the quantity and quality of their designs.
• Dior as a brand is at the high end of fashion so is wanted worldwide, the label is expected to keep up with all fashion events and their competitors, therefore, the brand exploits are perfected within sales.

Threats: 

• Dior's huge competitor within Haute Couture fashion is Chanel, the close trademark connection between the two brands is a threat towards the consumer and the fashion industry.
• 
   

                                       

Model Casting

Model Look:

Finding the right model for this film was critical, I wanted to go for the typical European male men with olive skin, dark hair and brown eyes which also is the typical male man for Dior. A tall, masculine man well groomed with dark features.

I have chosen to use Edward Jenner, from the republic of Latvia, Northern Europe who is a similar look alike to Dior Model Alain Delon. Edward my casting model is 24 years old, which is my chosen target market to aim my film towards. 

Edward Jenner surprisingly fitted my expectations perfectly, his look really went well with my campaign. Dior has had a range of male models working for the brand more recently Robert Pattinson for Dior Homme Parfum. Pattison is a slightly older at the age of 28, he is well groomed with slight stubble which was more the look I had in mind however my actual model is more European with olive tanned skin rather than a lighter complexion.

Hot Dudes

My model has a similar skin tone and dark hair to model Alain Delon. More to famous male model David Gandy who has modelled for Dolce and Gabanna, Im going to use these inspirational looks to make a more modernised stump to the Eau Sauvage Campaign for Dior.

                                                 

Dior Male Models have a very classic European hairstyles either Brown or Dark Black Hair. I asked my model to leave his hair as natural as possible with a slight bit of volume at the front, with a groomed beard/stubble. I wanted to show the models bone structure and dark features. This for me exposed a lot of masculinity in the footage the concentration on the overall appearance rather then specific features on the model.

My female model who is feature in the film has long blonde hair, very fair skin with great model hight and brilliant figure

Aimee Gouk falls in love with Edward as he coats his body with this luxurious fragrance

Styling:

Aimee will be shot in a black dress which is very elegant and sophisticated. Black is so in this Autumn/Winter and is liked by most, the dress is basic with no pattern or detail plain and simple. I feel in the campaign less is more, styling the models was been thought about very in depth and I feel it will work together very well.

Make up:

I was inspired by Dior Christmas launch of the 'Golden Winter' so will be using a golden eye effect with a delicate eye lines which will enhance the models eye structure. The model has wonderful eyelashes and crystal blue eyes which will go great in some close up shot that I am to take. I want her face to be very natural and basic I do not want anything heavy I aim to pull the look together by blending and shading with her skin tone. Very stereotypical European look.

Hairstyles:

The models hair is long so Im hoping to keep it very natural, straight with a slight wave at the bottom once again being very simple however I want the look to be stylish and elegant.

Music:

Birdy - People help the people Instrumental