Dior to Showcase Pre-Fall 2023 Collection in India for the First Time
Maria Grazia Chiuri, the creative director, collaborates with Chanakya School of Craft to celebrate India's embroidery heritage and feminist values.
According to reports, Dior is scheduled to showcase its pre-fall 2023 collection at the Gateway of India in Mumbai on March 30. This will mark a significant event as it will be the first time a European luxury fashion brand has held a major independent show in India. Maria Grazia Chiuri, the creative director, will be presenting the collection at the iconic monument, and it will be available for purchase in stores the following month.
Dior is a luxury fashion brand that was founded in 1946 by French fashion designer Christian Dior. The brand is known for its high-end fashion clothing, accessories, fragrances, and cosmetics. Dior is headquartered in Paris, France, and has a global presence with stores and boutiques in major cities worldwide.
The Business of Fashion has reported that Dior’s upcoming collection will showcase traditional Indian silhouettes, including evening coats, silk dresses, and skirts inspired by saris. Some of the items will feature embroidery by Chanakya, a Mumbai-based atelier and craftsmanship school for women. Chanakya has previously provided surface ornamentation for several luxury brands and couture houses, and has also created pieces for some of Chiuri’s Paris shows.
The Chanakya School of Craft, is a non-profit organization established in 2017 by Monica Shah and Karishma Swali, is dedicated to empowering female artisans and preserving India’s cultural heritage of crafts. Grazia Chiuri, the creative director of Dior’s womenswear, has worked with this non-profit organization multiple times to showcase artworks by feminist icons while supporting their mission.
During one particular event, the women of Chanakya embroidered Judy Chicago’s artworks with panels featuring feminist slogans. In another show, the artwork of Eva Jospin was transformed into hand-embroidered tapestries to bring her reflections on Virginia Woolfe’s writings in A Room of One’s Own to life. Recently, the school collaborated with artist couple Manu and Madhvi Parekh to bring their 3D hand embroideries to their artworks, which were displayed as wall hangings in a couture show last year.
According to the Business of Fashion, Chiuri expressed that showcasing Dior’s collection in India is a way to honor the country’s embroidery heritage and demonstrate its significance in the fashion industry. The collaboration with Chanakya is also aligned with her goal of evolving Dior into a brand that is both feminine in sensibility and feminist in values. Historically, embroidery work in India has been dominated by men, but by partnering with the Chanakya School of Craft, Chiuri aims to empower women from disadvantaged backgrounds with the skills needed to earn a livelihood.
Chiuri said Fashion is more than just 10 minutes on the runway. ” It’s all the people that work together at this incredible project. am doing this show for love of this country, and how much they support my creativity. It is really something very personal,” she told BoF.
HSBC estimates suggest that Chiuri’s emphasis on global craftsmanship has been a successful strategy for Dior, propelling the luxury brand to new heights with tripled annual revenues since her appointment. As a creative designer, Chiuri enjoys collaborating with local artisans from various countries and creating exclusive designs for Dior’s cruise collections. She has previously staged these collections in locations such as Greece, Morocco, and Spain.
Indian market is currently thriving and western brands are looking for clients and buyers from India and this move by Dior is only going to get them more Indian buyers.