CHRISTIAN DIOR 2016/17时装周新品大揭秘:你所不知的DIOR和它对街头文化的热爱

 

上周,Dior在上海外滩举办了2016新品鉴赏会,我们有幸全方位领略品牌的魅力。现场陈列了Dior上个季度推出的虚拟现实眼镜,以及男女服饰、彩妆、护肤及香氛新品系列。...





CHRISTIAN DIOR  2016/17时装周新品大揭秘

CHRISTIAN DIOR FW16/17 Preview

你所不知的DIOR和它对街头文化的热爱
What you need to know about DIOR and it’s love for Street culture


上周,Dior在上海外滩举办了2016新品鉴赏会,我们有幸全方位领略品牌的魅力。现场陈列了Dior上个季度推出的虚拟现实眼镜,以及男女服饰、彩妆、护肤及香氛新品系列。

Last week at the DIOR preview on the Bund in Shanghai, we captured a literal 360-degree aspect from the brand. First with its in house Virtual Reality glasses it launched last season as well as a full preview consisting men and women’s apparel, accessories as well as its beauty and fragrance line.



活动当天最令人耳目一新的要数高端时尚糅合都市街头风,这是Rihanna与Dior的二度合作,也是本季A$AP Rocky作为新面孔首度代言Dior男装。

But here’s what stood out the most from DIOR’s campaigns and preview this season; The French maison’s tie to urban street-culture showcasing the for 2nd time Rihanna and this season A$AP Rocky as the fresh face of it’s menswear campaigns.

这位来自巴巴多斯的歌手兼演员去年成为Dior新面孔,她也是Dior品牌历史上第一任黑人代言人。

Last year the Barbadian singer and actress was the new face -- and the first of a black woman to be ambassador for Dior’s fashion line.

今年,她将浑身散发的炫酷形象融入到Dior营造的奢华氛围中,借鉴《星际迷航》中充满未来气息的元素,与Dior团队合作设计了一款以RIHANNA命名的太阳镜,也让这个高冷的法国时装老牌打破传统,首次跟明星推出联名系列。

This year, she brings out her bad ass essence to Dior’s luxury atmosphere and launches a gorgeous collection of futuristic “star trek” star struken eyewear simply entitled RIHANNA, the first ever celebrity designed collaboration for the French house.

自Raf Simons离任以来,Dior团队至今尚未任命新的艺术总监,看起来他们有意借助名人效应进行品牌宣传与合作。

Still without any appointed creative director since the departure of Raf Simons, the Dior team seams to be taking on a celebrity trending approach for its campaigns and collaborations.



我们很高兴能和Rihanna再次合作,”Dior首席执行官Sidney Toledano说。“她是一名艺术家、表演家、企业家和慈善家,同时也是当代年轻人心目中的时尚icon。”

"We are very pleased to partner for the second time with Rihanna,” said Dior chief executive officer Sidney Toledano. “She is an artist, an entertainer, an entrepreneur, a philanthropist, and a style icon for today’s generation.





Rihanna eyewear collection

说唱歌手A$AP联手GuessJeans推出90年代“胶囊系列”后不久,我们就发现他受邀Dior,演绎DiorHomme 2016 秋冬型录。

Later on, we also see that rapper A$AP is appointed in Dior Homme’s FW global campaign immediately after he was showcased as brand ambassador for Guess Jeans launching a 90’s capsule collection with the American denim brand.

风格多变、桀骜不驯的个性是Rocky从其他说唱歌手中脱颖而出的法宝,同期被选定的人员包括导演LarryClark,法国演员RodParadot 以及男模DylanRoques。

Diversity and rebelliousness are the key essence to selecting the rapper amongst other talent such as  filmmaker Larry Clark, French actor Rod Paradot and model Dylan Roques on board for this campaign.



关键就是要将街头随意和高端奢华这两种毫不相关的风格有机融合起来”A$APRocky受访女装日报(WWD)时说。

"It's about taking two worlds like streetwear and high-end and kind of mashing them together," A$AP Rocky told WWD.





A$AP and DIOR FW Menswear

本能上也许你并不会将Dior和这些歌手联系起来,但他们之间的关系却非同小可;比如:他们频繁地受邀时装周前排,时不时在歌词里提到Dior的名字,或者重金代言该品牌。

Although from the initial start you may not instinctively associate Dior with these artists, their connections run deep with the brand; frequently appointed front row attendance, dropping Dior’s name in several of their songs, and high product endorsement are some examples.



Dior并非想要偏离传统的优雅女性之路,比如:由NataliePortman代言的DIORROUGE唇膏,以及法国女演员Marion Cotillard代言的包包和高级成衣。但我认为Dior正在扩大年轻的消费人群,尝试瞄准如今的潮流趋势,像:奢华运动风、纯粹娱乐风、地下嘻哈风和青春多变风,从而开拓新领域。

Dior is not going away from it’s traditional and timeless good girl elegance with Natalie Portman ambassador for DIORROUGE and French ambassadrice Marion Cotillard for Bags and RTW, but I think they are trying to expand their audience to a younger generation, taking on new and fresh paths going in alignment with todays undeniable trends of the moments; sports lux, pure entertainment, underground hip hop culture, youth, and diversity.







A$AP的Guess胶囊系列现货没几周便在美国销售一空,就连E-bay上挂出的高于原价6倍的商品也很快告罄。去年Rihanna为Dior拍摄“秘密花园IV-凡尔赛系列”广告大片,此后屡获媒体热炒,至今也未消停,她搭配的Diorama包包销量呈现出两位数的增长趋势。由此可见,Rihanna和Dior间的关系也在更进一步。这两位大腕不仅证明了自己的明星效应,还引发了媒体效应、散发出个人时尚icon的魅力。

Not to mention, A$AP’s capsule collection for Guess sold out within several weeks off the racks in the US, where it even ended up selling on E-bay for almost 6x’s the original price. Rihanna’s ties with Dior have also become stronger than ever after last years campaign “Secret Garden IV” – Versailles series” which received a huge social media buzz that is still running today as well as paying off a double digit growth in sales last year attributed to the Diorama bag campaign that she was showcased in. Both influencers are not only proven to be sales boosters but also social media phenomenons and true style icons.

据全球时装网(WGSN)报道:“2014-15财政年度,奢侈品牌总销量增长了18%,达17.6亿欧元(约21.2亿美元)。全年常续性盈利增长了21%,达2.26亿欧元(约2.72美元)。”

"For its 2014-15 fiscal year, the luxury brand’s sales grew 18% to hit €1.76bn ($2.12bn). Full-year profits from recurring operations grew 21% to €226m ($272m).” WGSN reports.





Diorama campaign with DIOR
吸睛之作
Eye Catchers
女士高级成衣Womens RTW:
混合大量明亮缤纷的色块, 简洁的廓形、深V领、针织衫、皮草、规整的面料搭配色彩鲜艳的装饰物件。

Mixing bold and fun colors together with big Volumes, Lean silhouettes, wide V shaped fronts, knits, fur, structured fabrics and decorative pieces with bright pallets.











配饰Accessories
新款迷你矩形Dior女包款式不一,由钉珠、刺绣或金属色做为点缀,装饰感极强。

Rectangular shaped mini bags covered in strong embellishments and embroidery as well as the metallic colors of the new  Mini Lady Dior Bag







鞋类Footwear
爬行动物皮革/鳄鱼纹高跟鞋

Leather Reptile/Croco pumps



男装 Mens
高领上衣和90年代哥特式配饰。以红色、波多尔色、黑色和奶白色的混合或单色为主打。皮带装饰的胶底运动鞋。带有一丝英伦哥特风混合了蓝黑格子格纹印花的正装礼服。

High collars, destroyed stiched unstiched details, 90’s goth accessories. A strong mix and focus on red, Bordeaux, black and cream pallets. Formal sneakers with leather straps and sport rubber soles. Formal attire with a slight hint of English goth and strong prints of red and black plaid.











Dior 梦幻乳 DIOR Dream Skin
抵御湿热的夏季

For the humid summer heat


这支梦幻乳将成为你整个夏季最完美的护肤品,它同时具有防晒(SPF+50)的作用。轻薄的质地作用于肌肤表面带来光感透亮的美颜效果。

This is probably one of the best skin care product you can have for this summer, as well as being SPF +50, its ultra light cream texture creates a fresh matt effect on the skin as well as creating a clean glow effect.



Miss Dior香氛 Miss Dior’s Absolutely Blooming
Rose Lab 展会上一瓶瓶花香四溢的玫瑰香氛都经过了Dior专家团队对玫瑰的潜心培育、选材、萃取、提纯玫瑰精华而最终制成。

Rose Petal Fragrance is showcased through a RoseLab exhibition going through Dior’s expertise of crossbreeding,  selection ,extraction and formulation of roses to create the final product.















Most photos taken by my Iphone 6, Celeb campaign photos sourced from the internet

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