As 2020 has dictated, fashion has officially gone digital. And surprisingly it seems that the industry’s preferred method is shifting from Instagram to Tiktok in a bid to attract a new clientele.
For their Spring/Summer 2021 women’s ready-to-wear collection, the French fashion house is taking to Gen-Z favourite app to live stream the show. Set to air on September 29, you’re not going to want to miss it.
The show will be livestreamed on Dior’s official Tiktok account to reveal Maria Grazia Chiuri’s latest collection, which is said to be full of “creativity and bewitching silhouettes”.
Here’s what to expect according to the brand: “whether from New York, Los Angeles, Paris, Milan, Tokyo or even Sydney, with TikTok, Dior creations will break free from borders, giving people a moment of creativity and sharing imbued with magic and emotions”. If you happen to be in Paris, the brand also offers the opportunity to catch the show straight from Paris’s Jardin des Tuileries.
The show is set to air at 4:30pm Paris time. The move comes after months of lockdown and social distancing restrictions imposed worldwide.