There is no doubt that the incorporation of Chinese cultural elements into design, known as guochao (literally, “national trend”), has been one of the key fashion movements of recent years.
The artistic director of Dior’s menswear, Kim Jones, worked with American artist Kenny Scharf to produce a vibrant collection that was influenced by Chinese techniques, craftsmanship, and culture. And the collection wasn’t exclusively for the Chinese market — Dior picked out elements of Chinese culture to show off globally. Integrating the zodiac, jade, traditional seed embroidery, and traditional fan designs, the brand united Chinese heritage with modern fashion. Dior incorporated emblems of Chinese culture in a less overt style than many Chinese New Year collections, which are often criticised by consumers for being doused with red and cultural clichés.
In a seasonal nod to the approach of summer heat, Dior also offered a fan inspired by Chinese round fans in its collection. Reminiscent of a full moon (a symbol of reunion and happiness), the fan shape holds a special significance in Chinese culture. The 2,000-year-old technique of seed embroidery, which is known for its durability, was used to create Dior’s saddlebags, bringing ancient craftsmanship into the present in a relevant fashion.
How the Campaign Topped Chinese Social Media
Weibo: Dior first displayed the new collection in an offline fashion show with male Chinese celebrities in December 2020. However, five months later, in May, they revisited the show in greater depth with behind-the-scenes footage on Weibo. By clicking on Dior’s Weibo posts, consumers could be directed to the brand’s official website and to make instant purchases.
The hashtag for “Dior 2021 Fall Menswear” (#迪奥二零二一秋季男装#) hit 710 million views with users commenting favorably on how Dior had subtly incorporated the zodiac animals into the colourful design. Continue to read the full article here