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Modern women and heritage at heart for Dior designer Chiuri

Video Credit: Reuters Studio - Duration: 01:17s - Published < > Embed
Modern women and heritage at heart for Dior designer Chiuri

Modern women and heritage at heart for Dior designer Chiuri

Attending the launch party for a major Dior exhibition in London, Maria Grazia Chiuri says she is looking to bring the French fashion house's history into the future.

Rough cut (no reporter narration)


Modern women and heritage at heart for Dior designer Chiuri



Bringing the heritage of fashion giant Dior into the future is the main mission for the French fashion house's creative director Maria Grazia Chiuri, she said at the launch of a major retrospective opening at London's V&A on Wednesday (January 30).

"Christian Dior: Designer of Dreams" takes a close look at the history of the luxury brand he founded in 1946 and which remains the epitome of haute couture.

Dior died in 1957, aged 52.

A young Yves Saint Laurent took over and was followed by successive creative directors Marc Bohan, Gianfranco Ferre, John Galliano, Raf Simons and Maria Grazia Chiuri, at the helm since 2016.

At the London exhibition their designs, worn by royals and celebrities, are mixed alongside the founder's, each loyal to his legacy and fascinations.

Dior was superstitious - his lucky star is on display - and Chiuri has paid homage to that in her creations.

"Many people don't know that there was many designers inside Dior.

So I think that we have to respect the heritage but at the same time we have to move this heritage in the future," Chiuri told Reuters.

"So I look around, I take a lot of inspiration but at the same time my idea is to make these elements contemporary, for modern women, for contemporary women that has a different style of life and different relationship with fashion," she said.

Chiuri was named as Dior's first female creative director in July 2016 as the fashion house sought to connect with younger consumers and boost sales hit by the global luxury spending downturn and growing appetite for smaller and more local brands.

Dior's love of Britain - where he staged several fashion shows - is also explored in the exhibition, which is based on a previous Paris House of Dior display.

In all more than 500 items, the legacy of the late couturier and his six successors are on display at the Victoria & Albert Museum from Feb.


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