Chiuri at Dior targets Millennials with eclectic wardrobe

Fri Sep 30, 2016 6:02pm EDT
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By Astrid Wendlandt and Pascale Denis

PARIS (Reuters) - Maria Grazia Chiuri, Dior's first woman designer, on Friday took the fashion brand in a new direction with a maiden eclectic collection aimed at connecting with young consumers and re-invigorating sales.

Chiuri, who arrived at Dior in July after two decades at Valentino, put together in five weeks a wardrobe that mixed "sport couture" with street style and fairy tales.

"The collection is eclectic just like women are eclectic, they like to mix different things and create their own personal style," Chiuri said after the show.

The show opened with all-wite looks featuring quilted cotton fencing plastrons and long, romantic tulle skirts.

Later on, models strutted down the runway in biker jackets, long skirts and T-shirts saying "J'adiore," or "We should all be feminists" or "Dior Revolution."

"It was a very rich and desirable collection," said former Lanvin designer Alber Elbaz who was sitting next to celebrities such as singer Rihanna, shoe maker Christian Louboutin and France's former first lady Carla Bruni.

The show closed with a series of long black and nude tulle dresses with knit lingerie and embroideries of a moon, stars, the devil and the sun.

"She has a global vision for the brand," Dior Chief Executive Sidney Toledano told Reuters, adding that he thought Chiuri felt and understood what young consumers wanted.   Continued...

Models present creations by Italian designer Maria Grazia Chiuri as part of her Spring/Summer 2017 women's ready-to-wear collection for fashion house Dior during Fashion Week in Paris, France September 30, 2016. REUTERS/Gonzalo Fuentes