Is Dior Fast Fashion? An Expert Breakdown!
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Some names in the fashion industry are considered the pioneers of fashion in the modern world. We see many fashion brands today all over the world but some have managed to leave a lasting impact on the market, who are seen as the picture of elegance and beauty. The fashion industry was not always as big as it is today and brands like Dior, Calvin Klein, and Ralph Laurent are the ones that are credited with bringing the industry where it is.
Dior was started by Christian Dior whose family had moved to Paris when he was very young and lived a modest life. Christian had always been artistically inclined and had an art gallery until the dawn of World War II which ended up in the collapse of his father’s business and Christian having to close his art gallery. However, the dream of making luxury fashion accessible to women lived in his heart even when he was conscripted in the army.
After the end of the war, he opened the house of Christian Dior in 1946 but the brand traces its origins to 1947 when its very first collection was released to the public. The Dior brand image consisted of enhancing female beauty and elegance and accentuating the shape of the body. The first collection featured dresses that hugged the waist and hips, something unique for the times. The brand did not hold back on the fabric, allowing it to create beautiful silhouettes. At the time, the rationing policy was still in place which caused some people to oppose Dior’s methods but the brand became a sensation in a single night.
Dior’s very first collection was eventually named the “New Look” due to the editor-in-chief of Harper Bazaar who praised the brand in the words, “My dear Christian, your dresses have such a New Look!” Creating this new look was very important for Christian Dior as he wanted his brand to represent a new era, after the end of the war, that could signify happiness and freedom.
Christian did not stop there, however, and wanted to create a complete look that consisted of accessories as well so he licensed Dior for accessories and introduced perfumes, jewelry, and even beauty products.
Sustainability Rating: 4/10
Category: Clothing, Shoes, Accessories
For: Women, Men, Kids
Products: Skirts, Dresses, Swimwear, Heels, Make-up
Style: Luxury, Elegant, Vintage
Quality: High
Prices: -
Size: XS – 3XL (International Size for Clothes)
Fabrics: Polyester, Cotton, Spandex, Viscose, Elastane, Linen, Leather, Nylon, Wool, Animal Fur
100% Organic: No
100% Vegan: No
Ethical and Fair: No
Recycling: No
Manufacturing Countries: Not transparent enough
Certifications: Not transparent enough
An interesting fact about Dior is that the legendary Yves Saint Laurent was Christian’s apprentice. Christian could already see the talent in the young 21-year-old man and had selected him as his successor even though he was merely 52 years old. Call it his sixth sense, but Christian suffered from a heart attack the same year and died, leaving the brand with Saint Laurent as the art director. However, due to differences in leadership, he was dismissed soon after and the brand has gone through six art directors since.
However, the core of Dior has remained the same. With every season, the brand introduces new creative designs rooted in bringing out individual beauty and upholding the great name of the House of Christian Dior. The brand has not lost its passion for fashion which has enabled it to remain at the top of the fashion scene for decades.
Evaluating the practices of Dior, there is no doubt that the brand is not fast fashion. Fast fashion refers to trendy clothing made with cheap materials meant to be worn only a few times and sold at low prices before ultimately being dumped in landfills. Dior has a reputation for its high-quality garments that are considered classics and timeless. Its designs are not meant to be worn a few times before being forgotten, Dior designs are meant to last for years without losing their luster.
However, one thing that Dior resembles a fast fashion brand in, is its lack of sustainability initiatives. The brand claims to consider nature and the planet a responsibility because its founder has always celebrated the beauty of nature. It also accepts its duty to combat the growing challenge of climate change and the rigorous fight the fashion industry has to put up against it. But its efforts do not reflect the same drive.
First of all, Dior has taken some admirable steps for sustainability such as restoring and replanting areas like the Grasse region and La Petite Provence. Its sustainability strategy revolves around empowering females, beauty, and eco-design. It has begun to sell refill containers for its perfumes and plans to extend this idea to all lipsticks as well.
Dior has always stood to empower and support women all over the world and for this, it started a program called #DiorStandsForWomen that educates young women in less developed areas of the world. It also has a Dream in Green initiative through which it strives to incorporate green practices in all of its stores and supply chains. It aims to protect natural resources and encourage its workers to participate in protecting the planet as well. In 2021, the brand managed to receive the Positive Luxury’s Butterfly Mark Certificate that authenticates its efforts towards sustainability.
However, the GoodOnYou directory gives the brand a rating of Not Good Enough because its environmental efforts are not enough for a brand of its magnitude. It has been accused of having factories in third-world countries where it employs child labor and people are paid below minimum wage with terrible working conditions.
The Fashion Transparency Index 2022 gave it a score of 21% because of the lack of transparency by the brand. It does not disclose much information about its production process, greenhouse gas emissions, and factories, which is a huge problem in the fashion industry. It has the lowest rating for its animal treatment, gaining a rating of Very Poor by the GoodOnYou directory. It uses materials such as silk, animal fur, leather, wool, and shearling that are all obtained by cruel methods.
Keeping these things in view, we do not think that Dior is doing enough for sustainability and it is far from being at a good place in its journey. There is so much more that a brand of this caliber can achieve but enough is not being done.
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