Did you happen to see international fashion models walking the ramp at the Gateway of India on your Instagram reels and YouTube Shorts?
Not just that, they’re wearing Dior Fashion inspired from India while live-classical Indian music plays in the background.
Did you keep scrolling and forget about it, or did you wonder how Fashion has evolved since the 90s to 2023?
In 2023, for the first time in history, the Dior Pre-Fall Collection was showcased in India.
There were numerous Dior collections in the past, inspired from Indian motifs. It was a surprise to everyone in the fashion industry that Dior was coming to India. This time, not for inspiration but for a collection reveal.
The surprise doesn’t end there! This year, the collection was curated by Maria Grazia Chiuri, but created by Indian Women artists from Chanakya School of Craft.
On March 30th 2023, Dior, a French Fashion brand hosted the much-awaited Dior Fashion Fall collection of 2023 in India. They showcased the season’s collection at an outdoor setting near the iconic Gateway of India in Mumbai.
Dior is an iconic brand that’s been in the Fashion World for decades. Dior is a French brand that gained immense popularity across the world.
In the 1940s, Christian Dior moved from France to the USA to bring his much-loved collections to the women of New York, United States of America.
Maria Grazia Chiuri shared, “I am doing this show for the love of this country, and how much they support my creativity. It is really something very personal.” on her visit to Mumbai.
Before we go in-detail about the Dior Collection, let’s understand how Fashion, as an industry contributes to a country’s economy. As it is said in Hindi, a person’s basic needs are ‘roti, kapda and makaan’. This means food, clothing and shelter. Beyond all the glam and glitter, the clothing industry is a major contributor to lifestyle choices.
How does the fashion industry contribute to a country’s economy?
Job Creation
The fashion industry is a labor-intensive industry, and it requires a large workforce. This means that the industry can create jobs in various sectors such as design, manufacturing, and retail.
From the manufacturing unit in the city outskirts to a mall with the display of clothes, every big brand hires hundreds of thousands of people.
For example: Ramraj Cotton employs over 4000 employees across its offices, factories and showrooms. (source: Ramraj Cotton Website)
Exports
The fashion industry is an export-oriented industry. This means that countries can export their fashion products to other countries. This generates foreign exchange and enhances a country’s balance of payments. In simple words, a balance of payments is like a country’s cash flow in an official statement.
According to India Brand Equity Foundation, India’s silk and silk products exports were valued at US$ 248.56 million in FY 21-22. Now, that’s a big number for just one category of clothing. This means overall the textile industry handles more exports on an yearly basis.
Contribution to GDP
The fashion industry contributes significantly to a country’s Gross Domestic Product (GDP) through various activities, such as production, retail sales, and exports. A country’s GDP is the monetary value of products within a country.
Clothing is a category of product that are consumed by you and me irrespective of how different we might be.
This is one of the reasons why the fashion industry is different from the ‘fashion world’ that’s mistaken to be all about branded clothes.
Global brands like Dior or Gucci are only a part of it, but don’t control the fashion industry.
According to Invest India, the domestic apparel & textile industry in India contributes approx. 2% to the country’s GDP.
Tax revenue
The fashion industry generates tax revenue for the government through various channels such as import duties, sales taxes, and income taxes paid by employees and businesses in the industry.
We’ve already seen examples on how the fashion industry contributes to exports and GDP. Clearly, this means they generate huge income for themselves that means great tax revenue for the government.
Branding and Tourism
The fashion industry helps promote a country’s brand image and attract tourists. Fashion events, shows, and exhibitions help promote a country’s cultural identity and attract foreign tourists. This in-turn contributes to the growth of the country’s tourism industry.
The Dior Pre-Fall Collection is a live-example on how international artists and personalities from across the world came to India for the event. It indirectly resulted in the exchange of culture and traditions.
The fashion industry is always evolving, and the Dior pre-fall collection 2023 is all the proof you need. The collection is a beautiful mix of traditional Indian culture and modern Western aesthetics. It is set to make waves in the fashion industry.
Let’s take a closer look at the Dior pre-fall collection 2023 in India and how it will impact the fashion economy.
The Dior Fall Collection 2023
The Dior collection 2023 draws inspiration from the vibrant and colorful Indian culture, with bold prints, intricate embroideries, and striking colors.
The collection includes a range of garments, from sarees and lehengas to tailored suits and coats. The pieces are all designed to be versatile, making them perfect for both formal and casual occasions.
The collection was unveiled at a grand event in Mumbai, which saw celebrities and fashion enthusiasts from all over the country in attendance. The creative director Maria’s collaboration with Mumbai-based atelier Chanakya was truly memorable.
Besides celebrated Indian actresses like Anushka Sharma and Sonam Kapoor, international personalities like Simone Ashley, Cara Delevingne and Beatrice Borromeo were also present. Virat Kohli and Ananya Pandey attended the event too.
There was a perfect unity of Indian vibrancy and Dior couture. It was heart-warming to see a luxury brand Dior, highlight the incomparable craft of our Indian artisans.
The event was a huge success, and the collection received widespread praise across the audience.
How will the Dior Collection Impact the Indian Fashion Economy?
All eyes on Indian Artisans
It will bring more attention to the Indian fashion industry as a whole.
When Dior, a global luxury brand, showcases its collection in India (Mumbai), it puts the spotlight on local designers and artisans like Chanakya Women Artisans. These women work tirelessly to create beautiful and unique pieces.
The Dior pre-fall collection 2023 will also create new job opportunities in the fashion industry, from models and stylists to production and manufacturing.
Create new job opportunities in the fashion industry
The collection will require skilled artisans to create the intricate embroideries and prints that are a hallmark of Indian fashion, which will boost the local economy.
Other popular brands might approach Chanakya School of Fashion for further collaborations.
Drive sales for local businesses
The collection will drive sales for local businesses that cater to the fashion industry. These include local businesses such as fabric and textile suppliers, tailors, and boutique owners.
The increased demand for Indian textiles and designs will also benefit small-scale artisans and weavers who may have been struggling in the past.
According to Indian Brand Equity Foundation, the hand loom industry is the country’s largest cottage industry, with 23.77 lakh looms.
It is also the second-largest employment provider in the rural region. The Hand loom industry employs more than 3 million people.
When local artists get recognized, unorganized sectors like these get more business.
The Dior pre-fall collection 2023 in India is a perfect example of how fashion can bring together different cultures and create something beautiful.
This boosts the local fashion industry. It also creates new job opportunities that benefit small-scale artisans and weavers.
As per data by Euromonitor International, the Indian luxury goods market was worth ₹4,609.85 crore in 2022. It is likely to increase to ₹6,282 crore in 2024.
Have you ever wondered how global luxury brands like Christian Dior generate revenue in the fashion industry?
Learn about Dior’s Revenue Model
Dior is a luxury fashion and beauty brand that operates on a multichannel revenue model. Let’s see how.
Retail Sales
Dior generates a significant portion of its revenue through its network of retail stores.
The company operates over 200 boutiques and stores globally. It sells a range of luxury products such as ready-to-wear, leather goods, accessories, shoes, and fragrances.
Wholesale
Dior also generates revenue through wholesale channels by selling its products to high-end department stores, specialty stores, and duty-free shops.
The company has strategic partnerships with various luxury retailers, including Harrods, Neiman Marcus, and Bloomingdale’s.
E-commerce
Dior has a robust e-commerce platform that allows customers to shop online for its products.
The company sells its products through its official website, as well as through third-party e-commerce marketplaces like Farfetch, MyTheresa, and Net-a-Porter.
Licensing
In addition to its core product offerings, Dior generates revenue through licensing agreements.
The company licenses its brand name and logo to third-party companies. They do this for the production and sale of products such as eyewear, watches, and perfumes.
Now that we understand how global brands make money in the fashion industry, let’s try to understand why such a luxurious high-end brand like Dior collaborated with Chanakya, a local school of fashion?
Chanakya is a non-profit organization formed in 2017 that enables traditional artisan women from low economic households. The organization empowers these women to not only earn a living, but contribute to creating art.
Formed by Monica Shah and Karishma Swali, Chanakya is on a mission to support female artists to protect the crafts that are a part of India’s traditional legacy.
This isn’t the first time Chanakya collaborated with Dior. They’ve worked on numerous occasions and projects in the past.
Previously, the school worked with Maria Grazia Chiuri, the creative director of Dior for set design of runway shows.
They helped produce embroideries for Dior’s craft-focused collections as well. For example, Dior had a limited collection of bright pink sling bag or a “Rajasthani jholi”. The bag was a sold as an accessory for traditional attire, and was soon sold out!
4 reasons why global brands collaborate with local artisans:
Unique designs and craftsmanship
Local artisans often have unique skills and knowledge that can’t be replicated by machinery. Collaborating with them allows global fashion brands to access their unique designs and craftsmanship.
Supporting local communities
Collaborating with local artisans provides an opportunity for global fashion brands to support local communities and preserve traditional craftsmanship.
This helps sustain the local economy. Not just that, it also ensures that these traditional techniques and practices become a legacy for generations to come.
Environmental sustainability
Working with local artisans can help reduce the carbon footprint of global fashion brands. By doing this, they avoid the need to transport materials and finished products across long distances.
It also helps to promote sustainable practices in the production of clothing and accessories. Sustainability goes hand in hand with style of fashion today. A customer has become aware to choose products like cotton over leather.
Brand differentiation
Collaborating with local artisans can differentiate global fashion brands from their competitors. It allows them to create unique products that tell a story and connect with consumers on a deeper level.
One of the most popular bias when shopping, in behavioural finance, is recency bias. A customer makes choices on his/her most recent information.
This makes it all the more important for a brand to stand out from the rest to attract their customers.
A Fashionable Conclusion
The fashion industry plays a crucial role in the economic growth of a country. It contributes significantly to a country’s GDP and job creation.
The fashion industry also promotes innovation and creativity in various fields, such as design, manufacturing, marketing, and retail.
In today’s day and age, the fashion industry has the potential to promote sustainable practices, ethical values, and cultural diversity. These factors are important for the overall development of society.
The Dior Pre-Fall Collection in India is a bold reminder on how vibrantly the industry has evolved. However, it’s also important to make sustainable choices for the future of the planet.
Next time you make a fashion choice, strike a balance between style and sustainability. Pick clothing that is not only fashionable but also eco-friendly!