On this International Women’s Day, luxury fashion brands are embracing feminism and incorporating it into their brand identity. Fashion has always been able to reflect social movements and the aspirations of the public, and now it seems that the industry is shifting away from the cult of femininity and embracing the era of feminism.
One example of this shift is Dior, a brand that has been at the forefront of luxury fashion feminism since the appointment of Maria Grazia Chiuri as artistic director for women’s fashion. Dior recently published a book called “Her Dior: The Vision of Maria Grazia Chiuri,” which features the work of thirty female photographers who offer their perspective on Chiuri’s creations. In the preface of the book, Chiuri, who identifies as a feminist, speaks about the importance of women looking at themselves with their own eyes and invokes the “female gaze.”
There has always been a historical link between fashion and female emancipation. Throughout the 20th century, fashion has accompanied and promoted women’s emancipation. Designers like Paul Poiret, Coco Chanel, and Mary Quant played pivotal roles in liberating women from corsets, introducing new silhouettes, and feminizing traditionally masculine garments.
In recent years, luxury fashion brands have embraced “Women Empowerment” as a core value. This form of feminism promotes the role of women in society and their self-esteem. Luxury brands such as Gucci have partnered with organizations like UNICEF to support girls’ education and have made gender equality and diversity key elements of their brand identity.
For younger luxury fashion consumers, authenticity is important. They are looking for brands that genuinely embody their values and engage in meaningful ways. Gucci, for example, pushes the boundaries of feminism with provocative designs like the embroidered uterus dress.
Both Dior and Gucci demonstrate how feminism is converging with the ethics and aesthetics of luxury fashion houses.
Sources:
– Book: “Her Dior: The Vision of Maria Grazia Chiuri”
– Rambourg, E. (2020). “Future is Female”
