Sydney’s fashion elite were out in force last week at the opening of the exquisite new Dior store, the first flagship store in the Southern hemisphere for the famed Paris fashion house.
Dior has a lovely historic connection to Sydney: in 1947, Christian Dior sent seventeen of his preferred, ultra Parisienne “mannequins” to model his ‘New Look’ collection at David Jones.
The fashion house has of course seen many changes since, the most controversial in recent times being the abrupt departure of flamboyant and controversial head designer John Galliano in 2011.
Galliano was replaced by former Jil Sander designer Raf Simons, and the change in the design philosophy was immediately evident.
His more pared-down aesthetic is driven by a desire to, in his words “change the psychology of people who are interested in couture … to make it more dynamic, appeal to a person who has a different energy. A younger person, in mind, not necessarily in age.”
So who is the Dior customer in Australia, and just how many clients are ready and waiting to purchase the new signature “Bar” bag, (the name of which is based on the original signature “Bar” couture jacket) at a price which hovers around $4000?
The company is most certainly looking to engage a local well-heeled clientele, given the CBD location, as most tourists tend to shop closer to the Rocks.
The Dior store carries a comprehensive Ready-to-Rear women’s line, the Dior Homme menswear collection, accessories and fine jewellery and can certainly be counted as one of Sydney finest luxury stores, after its mammoth and precise renovation.
According to sources, the feedback from clientele just three days after the doors opened was hugely positive.
Simons’ fresh take on Dior has produced what look like some early classics, such as beautiful, sleek tuxedo suits with gentle hourglass silhouettes (a new look on the New Look) and discreet handbags that are less logo driven, a ‘stealth wealth’ idea that may resonate more with customers, mindful of ostentatious flashing of cash in the current GFC climate.
Is the Dior customer going to mix up pieces with a bit of H&M, or Topshop? Not really.
It’s for someone who wants the best, and is willing and able to pay for the best. When you stand amidst of the hushed glamour of the new Sydney Dior store, it’s not difficult to understand the temptation.
