Fashion Scoop

{news} Dior Launches Online Magazine

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The Dior online magazine goes live with eight articles — that number representing one of the founder’s good-luck charms — with Friday’s fall fashion show the first headline event: It will be live-streamed for the first time. Dior hopes to update its online title almost daily with news from 30 Avenue Montaigne and the company’s global activities.

The magazine — at or via — is designed to tell the backstory of the brand and its products. Some editorial content is designed to entertain; some to inform, such as where raw materials for Dior perfumes are harvested. There’s also house lore galore: The site’s introductory letter notes that Christian Dior was so superstitious, he would sew sprigs of lily of the valley into dress linings for luck on the day of his show.

In addition to articles, the site is designed to showcase high-res images and longer-format videos that can be shared. It debuts in French and English, with simplified Chinese coming shortly. Versions for the iPad and iPhones are expected in the coming months, Dior said.

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