Category Archives: Couture
The Dior Narrative
When looking into the narrative and the dream behind Diorissimo, there are many connotations which jump out of the product, and for me there is a very strong story which unveils. Dior is an incredibly sophisticated and well developed brand, which enables a strong sense of control within the brand; however for me, the dior fragrances are more than just smells, they work together in synergy to create a family like feel. J’adore, Miss Dior and Les Creations de Monsieur Dior are three sisters, and when you unravel the product identify within each fragrance you gain an understanding of the audience, smell, bottle aesthetics, and the feel of the perfume. These factors enable the consumer to learn more about where the product fits within the Dior Fragrance ‘family’.
J’adore is a very sleek, sexual perfume, which is incredibly feminine and independent. The woman behind the fragrance is heavily beautiful and someone how has confidence within herself, she knows what she wants and how she is going to get it. This very confident and forward figure which appears in the family of Dior is an older sister, and is a well loved, appreciated yet strong smell, and is well developed to the perfect amount.
Next you have Miss Dior, who is the youngest of the three, sisters within the Dior fragrance family; she is cheeky, flirty and incredibly girls; the smell is flowery and pink which is displayed strongly within the packaging colour and bow on the lid. Miss Dior is the youngest and although she is confident in herself she has changes to make to herself, and is giggly. If she were to be drawn, she would too be very beautiful, but younger, and she is fun; which is the most important element which can be taken from the fragrance.
Finally you have the strong family of Les Creations de Monsieur Dior, which are almost the cousins of the Dior family, as they themselves make up 6 of the Dior fragrances, meaning there is a strong bond and collection within the brand. Diorissimo, Diorella, Dioressence and Diorling are almost quadruplets, the smells and the looks which carry the Dior fragrance forward are so similar, the bottle shapes are all identical and the look and feel which can be captured from the fragrance are identical.
I personally see Diorissimo as an interesting family member within the fragrance market. The bottle itself is very bland, there is very little shape and outstanding factor of the bottle, however this inputs an element of mystery within the product, implying that Dior may have put all their efforts into the smell and left the packaging and bottle plain to allow a sense of the unknown into the product. The sell is so floral and fruity, almost a younger smell, however it was one of the first created which leaves the element of surprise when the scent is smelt as you see the movement behind the smell throughout the years. The Diorissimo woman is incredibly elegant yet simplistic, it leaves a lot to the imagination and allows a true mystical element to her; she too would be incredibly beautiful, old fashioned in her beliefs yet her rebranding makes her young in age. In my opinion, Diorissimo is the most interesting of the Dior Fragrance Collection, and although she isn’t the most famous, this adds the element of surprise to her, which is her unique selling point within the market.
The loss of one of Fashions Greatest
Yesterday, we had to say goodbye to one of the worlds most loved and talented fashion designers, Oscar De La Renta. At the age of 82, the long fight with cancer was too much. Many designers, models, and family have spoken about the loss, and have described him as the ‘gentleman of fashion’. Naomi Campbell, Karlie Kloss, Marc Jacobs and Alexander Shulman have all spoke of the loss of one of the worlds most passionate, loving and leading figures within the fashion industry. It is phenomenal how many lives he touched with his work, and the effect one man can have on an audience and business.
When looking into perfume adverts, and the way they are created and the narrative behind them, My Burberry the new fragrance is a perfect example of this. The very traditionally British advert is such an incredible advert to represent the British brand: it is raining, the mac and the British models. Burberry have really thought about the message they want to send out to their audience, and it is such a strong one. Both Kate Moss and Cara Delevingne work perfect together to create the dream of Burberry; an incredible perfume advert, and one that I will destruct and look at in much greater detail for the project.
Unique Selling Point of Dior
Dior offers complete package of luxury, it contains the whole product package.
Giacopelli: “Dior is a luxury brand. Christian Dior wanted a woman to feel elegant from head to toe.”
Dior has constantly found what is missing from the market.
Dior has created a dream, an essence, and a strong narrative within the company.
Christmas at Dior
When looking at Dior Fragrance, there is one shop which automatically comes to mind in regards to cosmetics and learning more about the company; the Dior Beauty Boutique in Covent Garden. It was the first Boutique of Dior’s to move from Paris, which means that a lot of the products which get sent over appear in the Covent garden store first; which is personal as it had a connection with the company itself; but it also has its unique eye shadow which was made just for the Covent Garden Store. Having elements of individuality and unique selling points within the sales and stores is so important as Covent Garden is now know by some, as the ‘English home of Dior’. It has such a power and hierarchy over the other stores due to this.
As I am a member of the Special Events and Information side of Dior, I have recently been to see the new Dior Makeup, which is being released at Christmas. Without ruining the surprise, the bottles of nail varnish and the lipsticks come in an incredibly rich gold colour, with a cylindrical theme within the overall style. The colours are so full and wintery, with a day and night wear section. The lip sticks were something else, with two shades for highlighting and a shimmer, it is something that not only I, but so many people will be looking forward for when Christmas arrives. Dior is such a fast moving brand, and not on the products, but the wording, packaging and the overall feel of the products has become so developed over the past few years. In a few weeks I am having a private makeup session with one of the top makeup artists at Dior, to test the new products and the Covent Garden eyeshadow, an incredible and unforgettable experience!
Dior – J’adore Advert
The J’adore advert is the latest that Dior have published, after rebranding and creating secondary perfumes within the J’adore umbrella. With names such as Charlize Theron and Marilyn Monroe, this is one of the most luxurious and beautifully created adverts. Set in Verselle, the home of Haute Couture and Fashion itself, it is such an impacting and interesting advert when it is broken down; The initial comparison between the bottle and the model, is the tight, elongated necklace, which is reciprocated on the bottle neck; originating from Africa, where women were only beautiful when they accessorised and tried to manipulate their body to become what was deemed beautiful. The whole colour scheme is golden throughout, to highlight the heavenly bottle, and the golden smell which is needed by every women – which is why at the end of the advert, Charlize Theron is highlighted by a halo, to indicate the beauty and elegance beaming off of her, due to the fact that she is wearing J’adore Dior perfume. All of these subtle factors all work in synergy to draw the eye in and send the audience little hints of what is perfection; Dior are therefore selling the dream.
These are four of the posters which were used to publicise the 1960’s Diorissimo perfume, some of the first promotion platforms used by Dior to entice the audience in.
Haute Couture is the King of the fashion world; it is the leading fashion house, with includes the most expensive sophisticated and off of pieces within the fashion industry. It is what is desired by all in the fashion world, each garments made to measure by hand, and rare fabrics and priceless embellishments are therefore added. This entails flawless, unique garments being produced. Some piece can take up to 700 hours to create in total, with over 2000 seamstresses working on one piece. Because these pieces are so incredible in creation, the entry level for a garment starts at £16,000 – which can range to 6 digit number. Due to this, there is a very direct and specific target audience as many are unable to fit into that price range. Couture originates from the King of couture, by Charles Frederick Worth, in the mid 19th century, as he wanted to make it possible for ladies to turn up at a ball or event, and not have the same dress as someone else, which is where the original idea came for Haute Couture. For a brand to become a couture house brand, it has to reach the requirements of ‘The French Ministry of Industry’. Nowadays, designers such as Christian Dior, Chanel, Jean-Paul Gautier and Valentino Guest. Also because couture has become so known about and desired, there are two catwalk shows now displaying the beautiful gowns so that not only the buyers can admire them, but people who have a strong interest in fashion too.