LVMH’s crown jewel, DIOR finds itself at a pivotal moment. With Kim Jones set to exit his role as men’s artistic director, and rumors swirling around Maria Grazia Chiuri’s tenure at the women’s division, the Maison appears to be in flux. The brand’s latest haute couture show, while undeniably elegant, failed to generate the kind of excitement that fuels online buzz.
The industry’s gaze is now fixed on LVMH’s next moves. Will Dior’s eventual leadership reshuffle reinvigorate the brand’s creative direction? Or will the maison’s reliance on timeless elegance over spectacle cost it digital engagement? In a luxury landscape increasingly dictated by the online sphere, the ability to captivate audiences beyond the physical runway is no longer optional.
Jones was prolific, creating two men’s shows in Paris each year, traveling shows for pre-fall, and countless commercial capsules. And his vision helped fuel rapid growth: Dior’s sales of men’s products grew by around five-fold, topping 1.2 billion by 2021 according to market sources (LVMH does not break out sales for individual brands).
DIOR FW 25 by Kim Jones
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