DIOR USHERS IN THE ERA OF THE OFFLINE-ONLINE FASHION SHOW WITH ITS LATEST PARIS SET
Photo Courtesy of Dior
It all started when…
Location
Design, Production
Brand
Music
Site
A “black box” on Place de la Concorde
An Art Nouveau Paris bridge was rematerialized in unsuspecting architectural scenography, contextualizing Dior’s style codes.
Key features
A minimalistic light blue box on Place de Concorde hosted the AW22 Dior men's show by Kim Jones, marking 75 years since the first show of the house. Inside, the contrasting, opulent runway was a partial replica of the Pont Alexandre III, a Paris bridge connecting Les Invalides and Napoleon's tomb on the Left Bank with the Champs-Élysées on the Right Bank. A decorated balustrade with lanterns and details such as plants, flowers, animals, nymphs and cherubs – and even winged horses at the ends – divided the runway into two parts.
The digitized interior walls of the ‘black box’ featured constantly changing images of the neighborhood, depicting landmarks like the Pont Neuf. From the audience, one’s point of view showed both parts of the divided stage; to return backstage, models had step up a flight of stairs. The set utilized a tranquil color scheme of grey, white, black, and light blue, matching the collection's key colours. Likewise, the balustrade’s bright gold sculptures paired with the glimmering details of the collection.
Frame's take
Dior’s set was a comforting reminder of the classical runway show. The digital prelude of the show on Instagram showed the male models walking over the real bridge, while at the event, they were walking a replica of it. Paris’ architecture was refashioned with a craftsman's scrupulosity. While many brands still showed only digitally, Dior's opening of the post-COVID fashion era was analogue, beautiful and romantic – it outshined the digital competition with expert set design and first-hand knowledge of professional production that we have been missing for the two long virtual fashion years.