When Christian Dior debuted his first collection in 1947, Harper’s Bazaar congratulated him for his “new look.” Surely neither knew what resonance that simple phrase would have: It became Dior’s calling card for the rest of his life. Now, more than 60 years later, the bi-annual whirlwind known as New York Fashion Week is here and new looks are the only looks.
Now the Dior Fall 2013 collection has taken over the windows of our New York flagship. Since the windows debuted last week, New Yorkers and the out-of-towners who love them (we love you too!) are gazing into a slightly surrealist world inspired by creative director Raf Simons’ celebrated Paris runway show. Next week, that same setting will take over the third floor of our New York store so shoppers, editors & buyers in town for New York Fashion Week can experience a bit of that same Paris magic.
We spoke with Saks Executive Vice President & Chief Creative Officer Terron Schaefer about the house, the windows and a phrase that spawned our own fall campaign.
Our own fall campaign—LOOK—is based on Christian Dior’s first runway show.
Terron: The war was over in 1947 as he launched his first collection. It was extravagant after years of austerity, and it became known as “the new look.” I thought, look is such a perfect word for Saks because it says so much about fashion. For fall, our LOOK logo is on our shopping bags, ads and catalogs.
The windows are so unique, and soon the third floor will be as well.
Terron: Visually I think it’ll be really exciting. It’s a huge opportunity for Saks and all the different Dior departments we carry. Accessories, ready-to-wear, beauty, men’s…
And the ideal starting point for a busy Fashion Week!
Terron: Everyone competes with everyone else during Fashion Week, so this is really spectacular. Dior is so important to Saks and our customers, so we’re taking no prisoners, down to the smallest details. This is so exciting for those of us working on it, so I can’t imagine what our customers will think.
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Check back with SaksPOV next week for photos and details about our fabulous Dior floor, coming soon to New York.