Raf Simons¡¯ Dior Revolution RAF SIMONS' focus in changing the face of Dior is to make it a brand that is "worn on the street". The move contrasts strongly to predecessor John Galliano's dramatic aesthetic - a style, the Belgian designer says, that Christian Dior himself would not have been happy with.
"Dior's ultimate obsession is that he wanted [the public] to wear it. I want them to wear it on the street," he told Alexandra Shulman in the January issue of Vogue. "If it doesn't relate to the outside, then it would be very theatrical for me."
Simons, who was named the fashion house's creative director in April this year, wants to develop "a code" for the brand - introducing distinctive signature qualities that people will instantly recognise. He names Chanel as an example of a brand that has desirable accessible signatures.
"The Chanel woman? I don't even need to see, I smell her from round the corner, but I don't recognise the Dior woman," he said. "I want to work on that fast. Chanel has the deux-pi¨¨ces with the pockets, or the boucl¨¦, but what is it for Dior nowadays? I can't say."
Read the full interview in Vogue's January issue, out on Monday December 10.
