.Dior presented its fall 2022 collection in Seoul, ahead of the opening of its expansive new concept store and partnership with Ewha Womans University.
Dressed in a black coat and sporting her signature black eyeliner, Chiuri said the collection takes inspiration from Christian Dior’s family motto “strength through unity.” She chose to explore this through everyday and subversive aspects of uniform culture, a concept she finds especially relevant in the context of South Korea. “I like school uniforms very much, and especially the way in which students in Korea update the concept of uniform, often [adding in] punk elements,” said Chiuri.
Asked what it was like to collaborate with K-pop star Jisoo, who became the brand’s global beauty and fashion ambassador in 2021, Chiuri said she learned about the South Korean musical genre through her own family. Such energy is another reason why Dior is in Seoul. The fashion house recently unveiled its partnership with Ewha Womans University. Helmed by Chiuri, the brand’s corporate social responsibility program will offer scholarships, internships and management training to students of the school, along with conducting master classes and talks hosted by Dior.
“I have watched my own children gain awareness and grow through their university studies. I’ve given lectures at a number of universities and always found it incredibly rewarding to engage with the students,” she said. “The university is a place for collective growth.” Beyond hosting several exhibitions in South Korea over the years including Esprit Dior, the LVMH Moët Hennessy Louis Vuitton-owned fashion house operates 12 women’s shops in South Korea, including a four-story flagship in Gangnam, which opened in 2015.
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