Christian Dior recently hosted an electrifying see-now-buy-now pre-fall 2021 collection show in Shanghai, bringing the party to the city. The fashion house transformed the Long Museum West Bund into a mammoth nightclub, complete with leopard-print stairwells, gold walls, and disco balls, creating a vibrant atmosphere for the event.
Creative director Maria Grazia Chiuri drew inspiration from Elio Fiorucci’s iconic fashion emporium in Milan from the ’70s. The collection showcased acid hues, transparency, metallics, and power-pop rockstar looks. Dior’s signature elements such as semi-sheer skirts, French mariniere sweaters, mini-skirts, fishnet tights, berets, and chunky boots were all featured in the show.
The front row was graced by local stars Zhang Ziyi, Ora Yang, and TFBoys’ Karry Warry, adding to the excitement of the event. The see-now, buy-now concept allowed viewers to purchase the showcased pieces immediately, with delivery within two weeks. The show was live-streamed to an impressive 126 million people on Dior’s platforms and Chinese social media platforms like Tmall.
This was the first time Dior staged a runway show for a pre-collection, showcasing the brand’s commitment to innovation. Chiuri saved four brand new dresses for the Shanghai show, featuring flared chiffon plissé skirts and metal sequined singlets, each bearing one letter from the name Dior. The collection also included oversized sequins, mirror-disc embroideries, and new iterations of the iconic Bar jacket and Lady Dior bag.
Despite the logistical challenges of working remotely, Chiuri successfully organized the show’s fittings in China through video and computer links. To enhance the overall experience, she collaborated with disco legend Giorgio Moroder to create a custom-made soundtrack for the show. Maripol, the former store manager of Fiorucci New York flagship, was also involved in the event and shot the collection lookbook.
The show culminated in surprise performances by singer Joey Yung and the Chinese rock group Black Panther, making the atmosphere even more electrifying. Xiaolei Lv, the vice Secretary-general of Shanghai Fashion Week Organization, commented on the successful collaboration between Dior and Shanghai Fashion Week, highlighting the city’s appeal to luxury brands and the thriving Chinese market.
Dior’s active engagement with the Shanghai market is not new, as the brand previously staged the Christian Dior: Designer of Dreams exhibition at the Long Museum in 2020, attracting 250,000 visitors. Last December, Dior hosted a soiree and viewing party for its men’s pre-fall collection, collaborating with artist Kenny Scharf and menswear designer Kim Jones. Dior’s strategic presence in Shanghai aligns with the brand’s business strategy, considering China’s robust luxury market.
However, the Monday night show was not just about business but also about having fun. The collection paid homage to the disco era, celebrating the past while looking forward to the time when Dior can stage shows in Paris again. Chiuri curated a show playlist on Spotify, featuring iconic dance tracks from artists like Donna Summer, Cerrone, New Order, Belle Epoque, and Giorgio Moroder.
Overall, Dior’s see-now-buy-now pre-fall 2021 show in Shanghai was a vibrant celebration of fashion, music, and the brand’s dedication to engaging with its global audience. With China’s luxury market thriving, Dior’s strategic presence in Shanghai positions the brand for success in the region while captivating fashion enthusiasts worldwide.
Useful links:
1. (link hidden) – Christian Dior official website
2. (link hidden) – Long Museum West Bund official website
