Through a collaboration with YouTube’s newly formed Fashion & Beauty team, Dior provided unprecedented access to a handful of YouTubers during Paris Fashion Week. One of them was lifestyle creator Wengie. The opportunity is a first for Dior as Wengie was given inside access to the Dior show from being dressed in stunning Dior gowns and accessories to being seated in some of the most coveted seats of the show.
During show day Wengie was dressed in Dior for the house’s ready-to-wear show at the Paris Longchamp Racecourse on Sept. 24. The collection was the brain child of Maria Grazia Chiuri’s featuring a Sharon Eyal-choreographed dance performance. Hailing from Australia,
In a statement, Derek Blasberg, director of Fashion & Beauty at YouTube, said, “When I came to YouTube I was impressed by how many style-conscious, fashion-loving, beauty-obsessed creators there are on the platform. One of the first things I wanted to do was close the gap between top-tier luxury brands and our ecosystem of YouTubers, and Dior was happy to be one of our first, exclusive partners. The content these creators have produced has been compelling, in part because it’s genuine, and a great model of what the future of digital fashion media can look like. What I love about fashion journalism is telling stories: And that’s exactly what these creators are doing.”
In the City of Light, the YouTube creators also got an inside look into the fashion house, including a brunch at the Maison Christian Dior and behind the scenes into the backstage activities at Dior’s spring 2019 show. As for the runway, Dior’s newest recruits had a lot to consider beyond the clothes. The dancers’ costumes were also created by Chiuri. The four elements of nature were reinterpreted on the performers’ multicolored leotards, which were meant to resemble body paintings, “the placement of the motifs corresponding to the anatomy, the chakras and the energetic expressions of the dancers’ bodies as the sinuously strode and twisted their way through the petal-dusted space,” according to a Dior Instagram post.