Dior07 new product preview can be "touch" big show

Walk along a narrow, long gallery that can only pass through two people. Surrounded by the same people who hold champagne glasses and dresses, they meet and salute each Other in a friendly manner. Then, stepping into an open and bright area, it is exactly the opposite of the sense of crowdedness. The shoes and accessories that seem to be placed at random are on the ground, and there is a kind of impulsive feeling under the lights.

This may be a memorable scene on the show floor we have seen this year – it is just a state of rest. Even if the model is right beside it, it is a slightly lazy charm. Although there is no music and movement, but suddenly it will be very satisfying: touch big.

On Tuesday, Christian Dior hosted a preview of the Spring/Summer 2007 series at the Bund on the 18th. Compared with the black and red Gothic style of the 2006 autumn/winter season, this time the show was low-key. A square area with a big LOGO on a white wall. “The overall color of the Spring/Summer 2007 collection is relatively elegant. Some models of the early spring series have been displayed and shipped back to France once a day's display is finished.” said Xu Wei, Regional Marketing Development Manager of DIOR Asia-Pacific Region. “About some styles in January and February next year Will be listed in China."

Right in front of the area is 3 rows of 12 Saddle Bags (saddle bag), which is the commemorative paragraph for designer John Galliano who joined Dior's 10th anniversary. It consists of the 12 most impressive countries he has visited, including one in China. Adding the mystery of the Oriental dragon to the orange tortoise, plus the traditional embroideries of the emperors, it is very oriental.

As a result, companions couldn't help but feel enough to touch each other and feel different textures. “Actually, we learned from some fashion editors before, and they generally feel that this season’s show is also very good, so use static viewing to allow everyone to experience the details of design in close quarters.” Xu Wei said.

Perhaps in the past, a 15- to 20-minute show would have a shocking effect, but after we have seen it, our impression of big names has always remained in the momentary sense, and the understanding of true quality has not gone deep.

I remember that a friend laughed and said that in a big shop, he always felt that he couldn't lift his hands. Although there was a kind of inner impulse, he wanted to feel what a big hand was. However, I would like to think of myself touching it in a circle. How many "hot" eyes can the salespersons endure? Although at the ARMANI retrospective exhibition in the first half of the year, after half a day of psychological struggle, the hand did not reach out to the clothes, but at least the eyes could be moved to a distance of a few centimeters from the clothes, and even the stitches had to be enough.

Perhaps Tod's, who is mainly concentrated in the accessories field, has more reason to be static, so Asia's big show is also static. CK is more willing to let dozens of live models stand still for viewing.

“Actually, big-name preparations for a show are very full, especially for dynamic display. The requirements for the venue must not be sloppy at first.” A person in the fashion industry said, “The big venues are hard to find, and the big-name show requirements for each season only become The more stringent it is, the lower the standard will never be.” So now some brands have the idea of ​​using warehouses in remote areas, where there is enough room for them to play. However, the discarded center is the ultimate luxury. The strong contrast also forms a special flavor and even some behaviorism.

“Actually, the way the show has been changing or reincarnation has been static before, but now it is absolutely necessary to improve. From a certain point of view, it is also the big names who gradually hope that their reputation will be more transferred to the understanding of the brand. It's not just wearing good-looking clothes, but experiencing the essence of tailoring and details.” The fashion analyst analyzed, “Like many people only know how clothes look like when they are wearing their bodies, they lack judgment when they hang up, and they need to cultivate their feelings.”

As Xu Wei said, return to the typical display of Mr. Dior's era. It's just that returning is never a simple repetition, but a spiraling process.