Leave it to Maria Grazia Chiuri, Dior, Virginia Woolf, and Robert Wilson to create the most mesmerizing show—or rather, performance—of the international runway season so far.
A dramatic start with sculptural outerwear and lace detailing. – Photo Credits: Godfrey Deeny
For the Fall/Winter 2025 collection, Chiuri transformed a custom-built modernist theater in the Tuileries into a stage where fashion met literature. She seamlessly blended the historical flourishes of Virginia Woolf’s tumultuous novel “Orlando” with elements of Dior’s DNA, drawing inspiration from Gianfranco Ferré and John Galliano. The result was a bold and beautiful collection—one of her best for Dior.
Chiuri structured the show like a five-act play, opening with a somber tone as the cast walked at an almost funereal pace, dressed in short courtier’s jackets, britches, elongated redingotes, and curvy sheaths. Every look featured lace detailing—from the tailoring to the knee socks and shoes.
A dramatic black coat with an oversized fur collar set the tone for Chiuri’s theatrical vision. – Photo Credits: Godfrey Deeny
In a pre-show briefing, Maria Grazia Chiuri explained that her point of reference was Gianfranco Ferré precisely because he was the first Dior designer who had not worked with Monsieur Dior.
“Ferré is very likely less celebrated because he worked at a time when fashion communication was very different. Galliano arrived at an explosion of interest in fashion, so maybe Ferré’s time was less appreciated,” opined Chiuri.
Hence, she riffed on Ferré’s famous white shirt, using mannish versions in a gender-free expression, in sync with “Orlando,” where the protagonist poet changes sex from man to woman, living through several centuries of English literary history.
She then reinterpreted Ferré’s famed corsets into a striking new hybrid jacket that will be admired by many and copied by lesser talents. Whatever else can be said about Chiuri’s seven-year tenure at Dior, she has undeniably made the brand one of the most replicated in fashion. And, as in life, imitation remains the highest form of flattery.
As the show unfolded, the clothes began with a distinctly masculine edge, like a perfectly cut Grenadier Guards red jacket, designed to be worn with the collar up and paired with a “Gianfranco Chiuri” white ruffled shirt. Or a superb officer’s black jacket, completed with frogging and worn with one of a score of mini gilet corsets.
A Grenadier Guards red jacket with a ruffled white shirt and precise tailoring. – Photo Credits: Godfrey Deeny
Then came frilly, ruffled bloomers, capes, frocks, and trains. There were also some striking new hipster-historical versions of the trench coat or parka that somehow managed to combine hints of John Galliano’s love of the Renaissance and Baroque—other signifiers in the house of Dior, which holds the biggest concentration of DNA in fashion.
A sculptural frock added a modern twist to Dior’s historical influences. – Photo Credits: Godfrey Deeny
The show rose to a crescendo when the entire cast stood inside Robert Wilson’s theater. Maria Grazia Chiuri took her bow, waving toward the section where CEO Delphine Arnault sat smiling.
“I have to say, I am very honored to work with Bob Wilson. In my view, it is easier for a designer to create clothes for cinema or theater than for a great director to work on a catwalk show. Another reason I was so impressed by Bob’s ideas,” she said.
Back in 1996, Robert Wilson created a single-act theatrical production of “Orlando,” which premiered at the Edinburgh Festival with Miranda Richardson in the title role. Although the novel “Orlando” has six sections, it ends with Orlando’s sea captain husband zooming over her head in an airplane. A stray bird then appears as Orlando cries out, “It’s a goose! The wild goose!”
An image Wilson evokes with a flapping bird rolling above the coiffed audience in the Tuileries, gliding over the steeply stacked stalls designed like a university auditorium—as if the fashionistas were medical students gathered to study the dissection of a cadaver, Chiuri explained, adding, “Fashion is, at its base, a performance. And it makes everything more stimulating to present a diva in a new light. The key idea about fashion is that it gives you the chance to work with other creative disciplines. It’s stimulating for both sides.”
With speculation growing that this may be Maria Grazia Chiuri’s final Dior collection to be staged in Paris, some see “Orlando” as a fitting metaphor for her time at the house. She has brilliantly mined the brand’s archives, DNA, and multiple designers, even as she reinvented them all with a feminist slant.
A grand finale celebrating Chiuri’s theatrical and historical vision for Dior. – Photo Credits: Godfrey Deeny
When asked about the comparison, Chiuri’s coal-rimmed eyes twinkled. “Oh, I don’t think designers make great critics. Each one focuses on their own work—designers, photographers, writers, or artists. But if that is your opinion… I prefer to see fashion as an expression of our time, where the changes in fashion also express the passage of time.”
Creative communications agencyBrandnation has been appointed to handle the PR for retailer Outdoor and Cycle Concepts (O&CC) – the group behind British retail brands Cotswold Outdoor, Runners Need and Snow + Rock.
An integrated brief spans PR, influencer marketing, creative campaigns and corporate communications across the group’s three businesses. The account will be led by Joe Murgatroyd, partner and creative director at Brandnation.
The appointment comes at a time when O&CC is set to embark on a period of modernisation throughout the business “a focus within the brief which Brandnation will support in navigating”, the agency said.
O&CC marketing director Lucy Sutton said: “Brandnation was able to demonstrate a dynamic mix of energy, creativity and expertise that will help elevate our brands to new heights in 2025.
“[The aim is] to reach audiences in new ways through integrated creative storytelling – narrating the stories that will inspire people to enjoy their time outdoors to the full.”
The account win builds on the agency’s experience in the active outdoor sector that includes Columbia Sportswear, Merrell and Kathmandu.
In November, Brandnation announced new owners with its founder and managing director Mary Killingworth selling her majority stake in the business to an Employee Ownership Trust (EOT).
Primark is pushing ahead with growth in homewares, teaming up with digital retailer Pinterest on new collections inspired by the platform’s biggest trends for spring.
Having identified three key trends from the search data of Pinterest’s 12 million users, Primark has introduced ranges called Cosy Cottage, Minamaluxe, and Dainty Décor.
Launching in 100 Primark stores, the pair are also bringing the collaboration to life across more than 70 store windows. The ranges will be available to purchase in stores throughout March.
And to widen Primark’s digital ambitions, the ranges are also available to purchase via Pinterest using Click & Collect to offer customers “an immersive seamless shopping experience”.
To style the new collection before buying, shoppers open Pinterest Collages, an interactive tool to pull together their vision, allowing users to curate mood boards from the Primark range.
The pair are also offering a first-ever Collage masterclass tour, designed to help those “reimagine their dream space”, with in-store dates across the UK that will include flagship stores in London, Belfast, Liverpool, and Glasgow this month.
Heather Clark, head of retail at Pinterest UK, said: “Inspiration has a new home. “We’ve seen searches rise for pastel palettes, an understated luxury aesthetic and darling furnishings and with new ways to shop Primark’s trend-certified home range, it’s now even easier to bring this inspiration to life.”
The retailer’s head of design Sinead McDonagh added: “Pinterest is where so many of us go for home inspiration, but sometimes turning those saved Pins into reality isn’t always easy, especially on a budget.
“That’s why at Primark Home, we’re committed to making trend-led interiors affordable and effortless. Whether you prefer a minimalist vibe or playful patterns, here’s how to bring the latest trends into your space without breaking the bank.”
In January, Primark announced it was expanding the ‘lifestyle’ aspect of its retail offer, opening its first-ever standalone ‘Primark Home’ store in Northern Ireland on 6 March. The Donegall Place, Belfast, store will span span around 8,700 sq ft across one level, with the predominantly fashion retailer saying the “exciting new venture marks a significant milestone for Primark as the brand continues to expand its homeware and lifestyle offering”.
Sometimes friendship can inspire and influence. The Azzedine Alaïa Foundation in Paris is exhibiting a few dozen looks showing how the styles of the Franco-Tunisian designer and of Thierry Mugler interacted with each other, despite their profound differences.
Voluptuous waistlines, statement shoulders, looks sometimes inspired by Africa. The Azzedine Alaïa, Thierry Mugler, 1980-1990, deux décennies de connivences artistiques exhibition, open until June 29 in Paris, showcases more than 70 dresses, coats and jumpsuits by the two designers, loaned from Alaïa’s personal collection.
The exhibition’s leitmotif is a chromatic journey that begins with a series of black garments and continues with a sequence of white, red, green and gold looks.
Mugler, who died in 2023, was famous for his feel for glamour and fantastical looks, while Alaïa, who passed away in 2017, was better known for his lower-key style.
Nevertheless, both “greatly admired the 1930s and 1950s, and they referenced Hollywood much more clearly than other designers,” said Olivier Saillard, fashion historian and the exhibition’s curator, speaking to AFP.
Azzedine Alaia Foundation
In some of the looks, the similarities are so striking that “we don’t really know who designed what,” said Saillard.
Alaïa and Mugler first met in the late 1970s. Alaïa, who was working for some of the great houses at the time, was asked by Mugler to create the dinner jackets for his Fall/Winter 1979-80 collection.
The collaboration encouraged Alaïa to embark on a solo career, urged by Mugler, who went as far as to accompany Alaïa in New York in 1982 for his first major show, to help him with production and with the language.
A few years before his death, Mugler said that his friend “had encouraged him to partake of life a bit more, so that his designs would be less fantastical, and more suited to real women,” said Saillard.
Conversely, “Mugler thought that, following their closeness, [Alaïa’s style] had become curvier. His lines suddenly became much more enveloping and sensual,” he added.
This is why the Alaïa Foundation “decided to set up the exhibition as a dialogue, to show the two designers’ kindred spirits,” said Saillard.