If you thought TikTok was all about dance routines and pranks aimed at Gen-Z, you would be right. However, it has also become a source for fashion and beauty inspiration with many brands using it to connect to their fans.

The latest Maison to take advantage of the popular video sharing app is Dior. The luxury house has decided to live stream it’s upcoming SS21 ready-to-wear collection live on TikTok and you are invited – providing that you’re a TikToker and are following their account.

A first for the brand, you can tune in tomorrow (September 29) at 4.30pm Dubai time to see Maria Grazia Chiuri unveil her latest vision.

Fashion Week hasn’t been the same since the global pandemic forced the industry to shift it’s thinking online with many designers opting for virtual presentation, creative films or intimate presentations. Milan so far has been the only fashion capital to host socially distanced shows with an audience, however, not all of the brands were on board.

 

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Dior has creatively adapted to this new way of presenting it’s latest pieces. The Dior Cruise show for 2021 went ahead in Piazza del Duomo in Lecce, Puglia in front of its small audience which consisted of the press, fashion executives and artisans. For Autumn/Winter 2020 couture show, Grazia Chiuri chose to tell her fairy tale of through ‘Le Mythe Dior’ film. The dreamlike production featured a miniature collection, each piece is around 40cm in height, that arrives in a Dior trunk that embodies 30 Avenue Montaigne. It then transforms into a dolls house in front of some beautiful nymphs and other mystical creatures of the forest.

The designer has been celebrating the power of women in all of her collections for Dior. The youthful rebellious spirit of her pieces has struck a chord with fans of the brand and we expect tomorrow’s show to deliver even more.

If you’re still on a hunt for key pieces for this season, check out our Dior editorial shoot that celebrates the best of tailoring.

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Images: Instagram, Main image: Emirates Woman – Styling: Jade Chilton, Photography: Mox Santos