Christian Dior: The Art of Haute Couture!

Federica Antonaglia () and Juliette Passebois-Ducros ()
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Federica Antonaglia: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux
Juliette Passebois-Ducros: IRGO - Institut de Recherche en Gestion des Organisations - UB - Université de Bordeaux - Institut d'Administration des Entreprises (IAE) - Bordeaux

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Abstract: This chapter deals with Christian Dior, one of the leading brands in the contemporary luxury fashion sector. It shows how artification operates in the Dior Couture fashion house, emerging as a form of hybridization between the brand and art. This chapter depicts the hybridization process, in the context of Maison Dior. It charts a process that emerges through three kinds of mechanisms. First, Dior cel- ebrates its creator as an artist: the chapter shows how the Dior brand has been historically and genuinely linked to the world of art and how this is promoted today. Second, artification emerges through a heritagization process that drives consumers to consider Christian Dior as part of the French heritage and a key component of the French fashion history. Finally, the spectacularization of the fashion house cultivates a contemporary vision of the brand based on the creative director's work. Creative directors, have played a key role in making the brand appealing and avoiding the risk of "museification" or commoditization.

Date: 2020
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Published in The Artification of Luxury Fashion Brands, 2020

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05577428

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