Dior fall/winter 2014 couture image
Elie Saab and Christian Dior are using their online magazines to give consumers a well-rounded understanding of their recent haute couture collections.
Through interviews, images and text, The Light of Now and DiorMag have taken the days following their runway shows to tell the story behind the inspirations and executions of the lines. Online magazines pick up where social media leaves off, allowing for much more content to be shared with an interested audience.
Telling a story
Dior has posted an article to DiorMag every couple of days since its runway show. Linking to the articles from social media allowed the brand to drive traffic to its magazine.
Features included an interview with makeup artist Peter Philips, with a video and list of products used to achieve the models’ looks. Dior also took a look at the inspirations for the collection, which combined clashing eras.
DiorMag article
Another piece talks of the techniques revisited by the seamstresses at the atelier for creative director Raf Simons’ designs.
Backstage images, a closer look at the venue and an exploration of the accessories donned by models were also shared.
Most of the DiorMag articles were accompanied by a gallery of images, giving consumers a thorough visual look at the collection.
Similarly, Elie Saabs’ The Light of Now is focused on the brand’s couture show.
At the top of the magazine is a video of the runway show, from hair and makeup to models strutting down the runway in beaded gowns.
After sharing the video, Elie Saab paints a picture with words, telling of both the venue and garments shown.
The Light of Now
Close-up images show the embroidered details used.
Before the runway show, Elie Saab took a moment to tell the story of couture, beyond just its brand, to educate consumers.
Digital has become a major part of fashion shows, including couture runways.
Jean Paul Gaultier and Schiaparelli extended the lives of their couture runway shows by sharing specially created playlists with their social audiences.
Both labels enlisted music stylists Mode-F for runway soundtracks that were unique to their collections. Instead of circulating a video of their shows, the brands instead chose to give an auditory recap of the presentation atmosphere (see story).
Even though couture has a very finite purchasing audience, it can be beneficial for a brand to build awareness with its entire following.