Dior’s video women role model video series
French couture house Christian Dior is wielding tools that resonate well with modern audiences on Instagram, leading up to its spring/summer 2017 collection reveal.
Dior is going behind-the-scenes on Instagram to bring the heart of its brand closer to consumers, with a video series that discusses female role models. Teasing the debut runway show from its first female creative director, the video series takes a look at the women of its atelier as they work on the finishing touches and discuss who their role models are.
“The series brings the personal aspect to life, inviting individuals to tell their story,” said Shuli Lowy, co-head of Women in Wireless NY. “The bulk of the content consumers see on social media is personal posts from people they’re connected to.
“Often it could feel like branded messages stand out,” she said. “Dior’s series does an excellent job of bringing that personal touch back to branded content, which feels like a more natural fit in a newsfeed.”
Instagram
The Instagram series gives followers an inside look at the atmosphere and women of its atelier, but keeps an air of romanticism amongst the chaos. Filmed in black-and-white, each video features interviews with various women while they finish their work.
Dior’s women behind-the-scenes explaining their role models
As part of its #TheWomenBehindMyDress campaign, Dior’s video series first starts off with its long-time calligrapher as she writes out each invitation to its Paris Fashion Week runway show by hand. While at first she has difficulty nailing down her female role model, the calligrapher finally settles on Jackie Kennedy due to icon’s ability to stay strong through hard times.
Other videos showcase the women working on Maria Grazia Chiuri’s first collection for Dior (see story), as phone calls are made, seams are stitched and last-minute adjustments are made. They also give insight as to who their female role models are, with responses ranging from Princess Diana to actress Kate Hudson.
Dior’s models who are showcasing the new collection were also featured in the black-and-white series to discuss their role models. While two of the models mentioned their moms, another mentioned United States senator Elizabeth Warren.
The couture house is unveiling its spring/summer ready-to-wear collection for 2017 on Sept. 30, but is allowing at home fans to view on Dior.com.
Dior is using the hashtag #TheWomenBehindMyDress to stir up conversation about the women who work hard to create the Dior fashion.
The video series was also teased on Instagram with an image of its fashion show invitations and the caption “for her first show for Dior, Maria Grazia Chiuri and her team invite you to discover the women that inspired them,” along with instructions to follow the hashtag and tune in for the show.
Dior advertises its #TheWomenBehindMyDress hashtag
Dior videos
The French couture house has been investing more in video. Recently, it became one of many classic fashion labels to bring its history to light in modern ways with online video.
Dior Stories was a new online video series that tapped into the history of the fashion house to help solidify an emotional connection to consumers. The first video detailed the story of how its founding designer Christian Dior transformed fashion after World War II, in a time when women were looking to reclaim their femininity (see more).
The brand also used the art of video to embody a sense of adventure for its Sauvage cologne.
As the face of Dior’s cologne, actor Johnny Depp lent his voice to Sauvage’s new docu series that emphasizes the lure of adventure. The “Tales of the Wild” series detailed the lives of four men who are known thrill-seekers in varying industries (see more).
“The videos are short, which is a key element to powerful videos on social media,” Ms. Lowy said. “Short videos are far more likely to be completed and shared.
“It takes thought and skill to communicate rich messages in a short video,” she said. “Dior leverages bold opening text, snapshot storytelling, and complementary post text to ensure that the full message is shared in the short time frame.”
from Apparel and accessories – Luxury Daily https://www.luxurydaily.com/dior-showcases-ateliers-women-for-role-model-discussion-on-instagram/
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