As fashion houses around the world continue to dream up new methods of showcasing their latest collections online, Dior has gone a step further and welcomed us into not one, but two very different wonderlands, where unspeakable magic is omnipresent.
The French luxury maison unveiled its Autumn-Winter 2020-2021 Haute Couture collection yesterday via a short film by Italian filmmaker Matteo Garrone, captivating its audience by celebrating both the mythical powers that create couture pieces (i.e. les petites mains within the atelier) and the legendary muses that have clearly inspired the collection.
Throughout Le Mythe Dior thirty-seven doll-sized versions of the collection’s creations are showcased within a fantasy wonderland, filled with unexpected characters from classic mythology tales.
Nourished by the spirit Maria Grazia Chiuri, Dior’s creative director, and brought to life by Matteo’s vision, the film explores both the Dior atelier and an enchanted realm, filled with characters who appear delighted to experience the collection for themselves.
The entire short film is reminiscent of Ovid’s Metamorphoses and features a mermaid, water nymphs, and, even, Narcissus within its cast of characters.
“The concept of film, as a work of art and an artistic medium, has always captivated me; I have often thought of experimenting with it in order to reproduce the unique atmosphere of haute couture. Cinema is an art that is both creative and artisanal, a work of authorship and a chorale. It’s very similar to fashion’s savoir-faire,” the Italian fashion designer said.
“Surrealist images manage to make visible what is in itself invisible. I’m interested in mystery and magic, which are also a way of exorcising uncertainty about the future.”
As the haute couture collection embarks on its tour, it echoes the Théâtre de la Mode: a roving exhibition of styles by French couturiers that traveled between Europe and America right after the war.
The viewer also witnesses detailed shots that capture pleated layers, greige silk gauze, folds and fabrics of exceptional architecture as draping evokes antique statues, all of it is reimagined on the miniature mannequin with an evanescent effect of fragile femininity that wafts through the collection.
See inside the secret world of the Dior ateliers and the Autumn-Winter 2020-2021 Haute Couture collection by watching the video below"
Lead image courtesy of Brigitte Niedermair Studio