Dior and Marrakech together in a sentence won’t sound so surprising if you have had followed the journey of the house; after all Marrakech has been embedded in the DNA of the house ever since Yves Saint Laurent designed a coat named after this exceptionally beautiful and spell-binding Moroccan spot. Therefore, it wasn’t surprising when Maria Grazia Chuiri showcased the Dior Cruise 2020 collection at the El Bade Palace, in the heart of Marrakech, maintaining the continuity of being guided by the memory of the house.
DIOR CRUISE 2020
And to support the collection, Dior has released a video campaign as an ode to diversity, cultural richness and savoir-faire. With the poetic animation of Brigitte Niedermair’s photography, the campaign celebrates pluralistic femininity by merging two silhouettes (embodied by models Ruth Bell and Adesuwa Aighewi) and two universes, thereby creating a true common ground. But the highlight of the film (and well, the collection) is the wax print fabric. Maria Grazia Chuiri collaborated with the Uniwax factory and studio to integrate Dior codes into the weaves of this 100% African fabric in order to reinvent the Toile de Jouy with a mix of wild flowers and majestic baobabs.
With the Cruise 2020 collection now available in boutiques in India, get ready to be transported to the real and imagined landscapes of Morocco. So, what are you waiting for? Meet us at the crossroads between Dior and Africa.
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