Photo courtesy of Dior
The Italian fashion designer Maria Grazia Chiuri opened Dior Fall 2019 show at Paris Fashion Week with a new T-shirt with a feminist slogan. This is not the first time Chiuri has created a feminist slogan tee since becoming Dior’s creative director in 2016, who can forget the We Should All Be Feminists T-shirt that became an instant Instagram and sales success and was worn by Nathalie Portman and Jennifer Lawrence, to name a few?
Christian Dior’s opening look for Fall 2019 was a midi-skirt paired with the feminism statement T-shirt and worn with a belt-bag and a bucket hat. The logo on Dior’s new T-shirt reads “Sisterhood is Global”, which is the title of the 1970’s book by the American radical feminist, author and activist Robin Morgan, who advocates, among other things, abortion and the right to “man-hating”.
Dior Fall 2019 show began with the Italian Tomaso Binga, a feminist conceptual artist who in the ’70s, started using the masculine pseudonym as a way of protest. She read a poem about women’s victory over men’s patriarchy. The models walked along an alphabet made of photos of a naked Binga posing to make out the letters.
Maria Grazia Chiuri show for Dior was once again, a feminist statement. The clothes, very wearable, are addressed to at street-savvy millennials and young culture. Many people criticise the designer, saying she is cashing in on feminism and making the French leading couture house Dior too commercial.
Chiuri may have drawn the attention of younger buyers, but in the long run, it is good, marketing-wise, for a label to embrace such extreme views? What happens to all Dior costumers who are pro-life and not radical feminists? Are they being excluded from the luxury house? Also, is fashion banalising socio-political causes, making them weaker by transforming their slogans into a mere seasonal hit and a way to capitalise on “politics fashion”? Time will tell.