Christian Dior at 70: more attractive than ever thanks to ‘girl power
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Christian Dior at 70: more attractive than ever thanks to ‘girl power

Dior’s history of lead creative reads like a Who’s Who of the fashion world: Yves Saint Laurent, Marc Bohan, Gianfranco Ferre, John Galliano, Bill Gaytten and Raf Simons have all sat in the hot seat over the years. Having turned 70 yesterday, the iconic fashion house recently embarked upon a bold new direction: appointing its first female creative director, Maria Grazia Chiuri. And she might be just what the brand needs.

Dior’s Enchanted Collection: a vision of the company under Chiuri

Many fashionistas might question just how bold putting a woman in charge of a fashion brand really is in 2016; but few of them have a problem with Chiuri herself. Not only has she impressed the powers-that-be, but she has reinvented Dior for its 70th birthday as a genuinely female-friendly fashion house – the kind of company that sends models down the catwalk wearing T-shirts that say “we should all be feminists”.

Following her first show with Dior, career-making fashion magazine Vogue said: “the feminist undercurrent of the collection was heightened by the use of models whose talents have taken them beyond the runway… and a host of other beauties who embodied the message that girls can do anything they set their mind to.”

This latest, girl-power charged, incarnation of the company is likely to play well with Millennial consumers, who tend to think of glass ceilings as belonging to their parents’ generation. But in a sense, it is just the latest dazzling transformation in Dior’s long history of re-imaginings.

Those transformations, of course, are how you stay on top for 70 years. And based on the company’s size and popularity today, it plans on staying there for 70 more.

Dominion holds Christian Dior in its Global Trends Luxury Fund.

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