Fashion Show at the Pyramids of Giza
By: Arab America Contributing Writer / Carrie Stewart
Dior’s pre-fall men’s fashion show took place on December 3rd at the pyramids of Giza this year. There were 800 guests at the show. It took place after sunset with the pyramids lighting up the night sky. It was the first fashion show to take place in this location.
Egypt’s Giza (west of the capital, Cairo) has held major events such as pop concerts and contemporary art exhibitions as the country “looks to project a revitalized image to draw in new tourism and business.” According to vouguebusiness.com, “the blockbuster show cemented the positions of both Christian Dior Couture chairman and CEO Pietro Beccari and men’s artistic director Kim Jones as leaders of an industry in flux.”
The Show
This show marks Jones’s fourth traveling men’s pre-fall show. He has previously taken the brand to Tokyo, Miami, and London. When discussing why he chose this particular venue Jones had said, “My interest in ancient Egypt is about the stars and the sky. It links to Christian Dior in that sense and by way of his fascination with symbols and superstitions that recur throughout his life and work.”
The collection at the show was inspired by Egypt’s astrology, and there were also sci-fi references. Overall there were 75 looks in the show because the house is celebrating its 75th anniversary this year. The line also featured Jones’ trademark – “mixing sportswear with luxury.”
Fabrics were sourced locally. Local artisans crafted blankets, scarves, and hand-woven papyrus backpacks for the collection. “It was reminiscent of how Egyptian culture permeates Parisian life, from the obelisk at Concorde to I.M. Pei’s take on a pyramid at the Louvre.”
Naomi Campbell, Lewis Hamilton, Robert Pattinson, and K-pop star Cha Eun Woo were in attendance. Other international celebrities included Scottish actor Thomas Doherty, South Korean rapper and Dior Global Ambassador Oh Se-hun, Spanish actor Aron Piper, Colombian singer Manuel Turizo, and American model Amber Valletta.
According to thenationalnews.com, “The colours began as neutral greys, beiges and whites before pops of bright yellow and orange were added. Jones calls it a “graduation of greys” giving way to the “palette of the desert — from daytime to nightfall, with hints of a fiery sunset filtering in between.”
“The distinction between masculine and feminine cuts was blurred, as in the case of the wool demi-kilts that flowed at the back of trousers. The concept originated from the bias-pleated skirt of a Dior archival dress from the 1950s called bonne fortune.”
“Technical outerwear” was also married with couture finishings while “comfort and practicality” are given priority as the ultimate luxury.
Egypttoday.com reported that “the show was attended by Secretary General of the Supreme Council of Antiquities Mostafa Waziri, who was keen to congratulate President and CEO of the Dior Fashion House Pietro Beccari, and his deputy, for holding this wonderful show and for choosing Egypt and the Giza Pyramids to hold this spectacular event. Waziri also presented a souvenir to them in the name of the Supreme Council of Antiquities.”
Media entrepreneur Amy Mowafi said events like Dior’s “put Egypt on the map as a new hub for creativity and design” where creators can draw on “seven thousand years of inspiration.”
Dior as a Brand
The company was founded in 1946 in Paris by Christian Dior who is from Normandy. It is a fashion company with fragrances and accessories. According to instyle.com, “though the Dior brand was founded on ideals of feminine beauty and classic, timeless fashion, over decades, it has evolved into a bold, feminist, and powerful designs. Ahead, learn about the history of Dior and how the brand grew into what it is today.”
The brand has close relationships with several social media influencers and celebrities in order to reach many demographics and display the brand as more modern even though it has been around for a long time.
The brand clothes tend to run on the expensive side. The handbags can run at about $10k, sweaters can be $2.5k, and shoes are in the thousands as well.
If you are interested in checking out the brand more, you can look at its styles on social media, in the news, and on the web!
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