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Fashion Inspired

Marketing Doris inspired by fashion

For those who have met me, you’ll know that my dress style is more eclectic and high street, rather than high fashion and certainly not couture. I do have a fascination though with design and I love to see the process that takes designers from an initial idea to the catwalk.

The film Dior and I documents the first year that Raf Simons became Creative Director at the House of Dior in 2012. Taking on the pivotal role in such an iconic fashion house must be incredibly exciting and quite frankly scary. His brief was to create the new season’s collection ready for the show in 8 weeks following the philosophy of Christian Dior whilst injecting his own creativity.

His approach to this mammoth task was fascinating. He embraced the skills of the teams already in place at Dior and brought with him Pieter Mulier his ‘right hand’ man who he had worked with for over 10 years as his Studio Director. Pieter had incredible people skills and was just as instrumental appointment as Raf for Dior.

What was particularly fascinating for me was how Raf was inspired. Aside from Mr Dior’s archive of original designs which are the heart of every collection, he looked to Sterling Ruby artwork for fabric inspiration and to Jeff Koons Flower Puppy for the backdrop for the cat walk show. Both ideas weren’t easy to execute given the short timescales, though fortunately there appeared to be no limitations on budget and the results were most definitely breathtakingly incredible. I obviously don’t have access or visibility of their financial objectives or if this collection, launch and film brought them a return on investment but it certainly ticked boxes for awareness of their brand, ethics and culture.

So what has all this got to do with marketing and to businesses with smaller budgets than Haute Couture Fashion Houses? It’s to show that art, fashion, culture, music, theatre, books, architecture, landscape, nature.. or anything can inspire our creativity in the workplace and business.

Embrace your inspiration; take pictures, write notes, cut out pieces from newspapers and magazines or create Pinterest boards. It doesn’t matter if you don’t know why you liked it or even how you use it. There will be times when (or your marketing team) will need inspiration to be creative and having access what inspires may bring you (or them) that lightbulb moment!

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Flanagan Shaw
Rachel Flanagan, Director
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