Raf Simons Wants to Make Dior an (Even More) Iconic Brand

Posted Monday December 10, 2012 11:56 AM GMT

In the fashion world you’re either moving forward or falling behind, and Raf Simons has made it his mission to bring Dior to the next level of global recognition.

In his interview with Vogue UK, the well-respected style icon declared that Dior is lacking when it comes to its worldwide appeal.

Raf began, "The Chanel woman? I don't even need to see, I smell her from round the corner, but I don't recognize the Dior woman. I want to work on that fast. Chanel has the deux-pièces with the pockets, or the bouclé, but what is it for Dior nowadays? I can't say."

"Dior's ultimate obsession is that he wanted [the public] to wear it. I want them to wear it on the street. If it doesn't relate to the outside, then it would be very theatrical for me,” he added.

Last month, Simons explained to Vogue Italy, "I want to get away from couture just being done for a picture, or for a single moment on the red carpet. I want to try and convince women that couture can be worn in the day and that there's a reality and a relevance there, because that's what Mr. Christian Dior wanted. In my opinion, Christian Dior was never, ever theater."

Photo Credit: David Sims for Vogue.

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