6 Dec

2nd of December, Cairo, Egypt – The gods have decided – the Dior Men Pre Fall-Winter 2023 collection has been showcased on the mystical and surreal Gizah Pyramids Complex, in Cairo, Egypt.

A true spectacle for the French house, right before the 2022 year closure. The creative director of the house, Mr. Kim Jones along with the Christian Dior Couture chairman and CEO Pietro Beccari decided to round the year’s fulfillings in one of the most mystical and full of history places of the world, the Great Pyramids.

The show took place after the sunset with all pyramids lit in the background and with a rich public of 800 guests where Naomi Campbell, Lewis Hamilton and actor Robert Pattinson attended the event. The location was mostly Kim Jones choice after other shows in various locations of the world like London, Miami and Tokyo.

Inspired by the homages brought to Monsieur Dior at the shows from Pont Alexandre II for A/W 2022, at Granville for S/S 2023, it was the time for Jones to materialize an idea that came to his mind more than two years ago. It was the time to celebrate the love of Mr. Dior for Egyptian culture and astrology.

“My interest in ancient Egypt is about the stars and the sky,” Jones wrote in the show notes. “It links to Christian Dior in that sense and by way of his fascination with symbols and superstitions that recur throughout his life and work.”

The collection showcased by Jones is inspired by Egypt’s astrology, mixed with sci-fi elements. To mark the celebration of 75 years of the house, Jones presented 75 looks altogether in an array of greys, with hints of bright yellow and orange.

To mark the great ongoing potential of the house and the brand’s sales growth in 2022, Beccari says: “Dior’s potential is infinite; it’s a timeless brand with eternal values. Between Parfums Christian Dior and fashion, Dior still has a huge growth potential. Besides, we have 250 stores in the world.”

2023 will be marked by new store openings all around the world like Switzerland and Geneva, continued investments including in Web3, and a thoughtful pricing strategy. Beccari says: “Prices were raised in 2022 [by approximately 10 per cent] because there was rampant inflation. Our hope is that inflation will calm down a bit, and we return to an increase between 2 and 3 per cent.”

The prolific duo, British designer Kim Jones as artistic director of house and Pietro Beccari who came to the director committee of the house in 2018 with a solid business knowledge after working in cosumer goods industries like Parmalat, Benckiser or Henkel, succeeded to skyrocket the sales of the Dior house four times more following the strategy: “Don’t think big, think huge!”.

….just like the show at the Pyramids in Egypt,a show that has been itself a statement of the “playing it huge” creative and business strategy of the legendary fashion house, Christian Dior.