Dior fired Johnny Depp and brought all his glamor to football

They both want their goals. Both dream of seeing him play from the VIP box of the football stadium with the feeling of a task accomplished. Kylian Mbappe, the French player who currently plays in the PSG beside Leo Messiis the obsession of Florentino Perez Y Nasser Al-Khelaifi, leaders of Real Madrid and Pari Saint-Germain respectively. Those in the White House tempt him to leave Parisian soil and change the air. In France, they want to retain it at all costs. However, beyond the pull of strings on one side and the other, the only one who achieved a signature from Mbappé so far house Dior.

On December 20, the emblematic French luxury firm announced that Mbappé became his new brand image for men’s fashion and perfumery and highlighted in his figure values ​​of “excellence and generosity” (a somewhat vague qualities in general).

The choice is especially striking in the case of the fragrance Dior Sauvageone of Dior’s commercial icons (an olfactory interpretation of the “desert at twilight hour”, according to its advertising, the moment of the day in which “the wolves come out and the sky catches fire”), hitherto commercially linked to the charism of the actor Johnny Depp58, in his trademark scruffy, dark, rebellious pose.

Undoubtedly, the radical change implicit in the fact of replacing Depp with Mbappé is paradigmatic and perhaps it reflects an innovative line of strategy in the luxury sector when it comes to positioning itself (in these times of social networks) within the pyramid of consumption.

The new profile of the Dior ambassadors

For some seasons now, Dior is undertaking a process of renewing its image, introducing new profiles in its cast of ambassadors.

To the indisputable established stars of her portfolio, such as Charlize Theron, Natalie Portman or Jennifer Lawrence, another generation of celebritiescharacterized by its youth and ethnic diversity, such as Jisoo (the South Korean singer of the group Blackpink), Yara Shahidi (actress with an Iranian father and African-American mother), Nina Dobrev (performer of Bulgarian origin) or Anya Taylor-Joy (a phenomenon thanks to his leading role in the series queen’s gambit).

Within this turnaround, it was especially commented cruise 2020 collection, a clear tribute to Maria Grazia Chiuri –current creative director of the firm–, to the African continent, its codes and its peculiarities. Chiuri has affirmed that she feels very committed, in her creative process, with respect to values ​​–so in vogue today– such as diversity, inclusion or the feminist approach to fashion (even citing the philosopher Naomi Zach).

Regarding the Dior men’s universe, a line commanded by Kim Jones, the last ambassador to join the firm had been Pierre Casiraghi, son of Princess Carolina of Monaco, husband of Beatrice Borromeo (who is already a Dior ambassador) and brother of Carlota Casiraghi, who acts as the image -for his part- of the Chanel house.

It so happens that Kylian Mbappé (of Algerian-Cameroonian descent on his parents’ side) began his career as a footballer in the ranks of Monaco and that the monarchy of this small principality has always maintained a very close relationship with haute couture in overall and with Maison Dior in particular (Grace Kelly was close friends with the firm’s founder, Christian Dior, and mesmerized the fashion world in 1956 by wearing an unforgettable white satin Dior gown to her engagement to Prince Rainier).

However, despite all these circumstances, Descending from the Monegasque palaces to the muddy soccer fields supposes a whole conceptual stretch in terms of marketing, communication and image.

Dior lands at PSG

But the strategic union between Dior and football goes much further. For the first time in its 75-year history, the Parisian firm has decided to associate its name and prestige with the most popular sport on the planet (normally associated more with the masses than with exclusivity).

After reaching an agreement with Paris Saint-Germain, the house will officially dress the squad of the capital club in their acts and chores off the pitch (Previously, it was the German brand Hugo Boss that had signed such an agreement).

In this way, international football figures, such as NeymarMessi, Sergio Ramos or Mbappé himself will wear Dior suits in their team’s trips and social activities.

It is true – as has been reflected in various media – that Zinedine Zidane, the former soccer player and coach of Real Madrid, participated in 1999 in a famous advertisement for Dior. However, that snapshot belonged to an occasional campaign that brought together various prominent faces of French society (actors, singers or even comic characters, such as Corto Maltese or Largo Winch), with no further official link.

For now, with this new trade policy, Dior has already managed to get Lionel Messi to give his first press conference – as a PSG player – stuffed into one of his elegant suitssomething impossible to photograph (and then upload to Instagram) in the last decade, since the Argentine star had an intimate relationship – in an almost monopoly way – with the firm Dolce & Gabbana (in fact, in November 2021, Mes- if he picked up his seventh Ballon d’Or, at the Châtelet Theater in Paris, clad in a striking suit from this Italian firm).

Who will win next year? Dior, for now, has already closed the signing of the year.

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