Color forecasting of Christian Dior Haute Couture S/S 2010
Introduction
Forecasting based on thousands of researches and understanding to the brand thoughtfully in order to create an informative forecasting report.
My role here is to finding researches and backgrounds of Christian Dior, to forecast the color trend of its Haute Couture S/S 2010.
I found some factors that affecting the color trend and please do click to the labels on the right to read my analysis according to categories.
They includes Economic issue, environmental issue, celebrities, Asian Growth, Chief Creative Director, World Affair and most importantly is to stick to the ground of Dior Concept.
My analysis on the influences of color used in Christian Dior Haute Couture S/S 2010 by following factors
Economic Issue
From 2007 till now 2009, we are experiencing economic recession due to the global financial tsunami. It is widely believed that a business cycle takes placed for 10 years, which base on the past historic data – Economic trough appeared around 1991-1993 and 2001-2002. Hence, the hard time is predicted to be continued to 2010 and even worse.
What I did the researches are the color used in Christian Dior Haute Couture Collections during the day of trough in the past and the recent color used in recession period, 07-08.
By what i have observed and analysed, the color used in collection during Economy Contraction is truly decrease the variety compare with the peak business period. However, to compensate with this, higher chromas and values are applied to the outfits or golden yellow is appeared as one of the colors used, which shows the imaginations and dreams of Dior Concept.
Dior Concept
As Christian Dior launched his brand at the time of post-WWII period, hopes and imaginations should give to people to enjoy the time with no-war as the harsh suffering period was over. The New Look has been designed hence creating a fashion revolution in 1947-1957.
People nowadays do not forget this Dior Spirit and keep desiring fascinating outfits. Addition to this showman – John Galliano, people even demand new look but fit to the ground (bear in mind of the Dior’s style) in the collections.
Will he get his job done? With some of the disappointed comments from fashion editors and viewers towards the latest F/W Ready to Wear 2009, I believe John Galliano will turn fabrics into dreams and hopes in Couture S/S 2010, to continue the imagination created by Christian Dior, as Couture, is the way to let people dream.
Like the commercial of Miss Dior Cherie, creating dreams and mellow feelings from the perfume or, the brand.
Environmental issue
It is believed that John Galliano is sensitive to Environmental Protection resemble to what he commented on the economic situation this year- "Of course I’m sensitive to the economy, but is not my job. My job is to do the best I can to show the possibilities of Dior."
While is it also his job to add this element to the latest collection? I guess the possibility is low.
Unlike Stella McCartney, John Galliano seldom applied green elements as his inspiration and haven’t alleged himself as an environmentalist (while the former awarded as “Green designer of the Year” due to her insistence of environmental friendly designed)
Thus, will it be the trend for Galliano to follow?
According to his inspiration of collections, they mostly come from old people and exotic cultures after his voyages. As his job is to giving people hopes and imaginations, I think adding awareness of environmental friendly by using many greenish colors is not his cup of tea to his come up collection.
Asian Growth
Asia culture is one of his favorite elements adds to the collections. Due to the rapid growth in all directions of developing countries like China and India, Galliano as being a travel-lover would not miss the trip and take the opportunity to enter the Asian market as what Christian Dior did during his Dior’s house career (he travelled to the America as he foresaw the opportunity).
I Forecast the Christian Dior Haute Couture S/S 2010 will also be added on some Asian elements, ornaments, floral or Asian embroidery may be applied on the outfits. By tracing back to Couture S/S 2009, 2008 and 2007, we can see the floral prints (Netherlands) 2009, ornaments 2008 and Japanese elements – obis, kimono, origami folding 2007 are applied.
Celebrities
Celebrities are one of the factors that will influence the Color Trend and they have the possibilities to be the inspiration of the designer to create the latest collection. Barack Obama, as an inspiration for some Top designers, his face is printed on the clothes and was presented during the Fashion weeks.
Focus on Christian Dior S/S RTW 09, it is obviously showing that the designs leaned to conservative (back to 80s) and avoid too much hues applied. Color used is low chroma and low value, added with more black and white in the collection.
This phenomenon can be reflected not only by the bad mood of economic downturn, but also by the influence of French First Lady, Carla Bruni, who dresses Dior whenever she shows up in front of the media. With the political image, what she should dress and dressed was formal but befits the occasions. As one of the France-origin Fashion Brand, John Galliano designed his latest collection more or less followed this conservation line.
However, when we turn our eyes to the Hollywood stars, who equally have the influence to the world, dressed like peacock on the red carpet in the 81st Oscars Awards. What did it imply?
When the air is full of sorrow and resentment due to the financial tsunami, they were willing to forgo black and grey dresses but to wear bright colors like red and lilac, what do you think they were feeling?
They absolutely desire happiness and wear optimistic vision to the economy. Hence, they dressed warm colors instead of cool and dull colors.
This is the phenomenon I analyzed, so as to the designer I suppose. Providing imagination through the clothes is definitely the job of Christian Dior designer. With the concept of providing dream and imagination of the brand, just like what current Dior's Chief Creative Director, John Galliano said: "It's our job to make people dream, and to provide the value in quality, cut, and imagination."
That’s why I forecast the feeling of color should be peaceful, cheerful and have healing effect.
My Forecasting Colors
With everyone waiting for a new look (implying dream and imagination) in the next Couture S/S, Mr. Galliano’s job definitely is to design beautiful, fascinating masterpieces to the world, for them to take a break in the economic recession.
So I forecast the color scheme in Christian Dior Haute Couture S/S 2010 collection is Double Complimentary color scheme.
Due to the complementary colors used, great contrast is created and draws people attention, so as to give a new fresh air to the world during this hard time.
Yellow and Purple, Mint and Magenta hues are used as Complementary Colors.
As Turquoise symbolizes emotional healing, pleasing, rich and protection, it would be a suitable hue used in the collection.
Brick red is used as the analogic color to magenta and purple.
Different Hues with High Chroma and High Value used(both are 80%), sharp, bright, and cheerful feelings are shown.
Achromatic color – White as a relief color and having peaceful implication, will be widely added in the collection or as individual outfits to intensify the color/meaning of colors surrounded them.
As we observed that monochromatic color scheme is often used in these 2 years including couture S/S09, F/W 08 and S/S 08. It becomes a bored color scheme in recent years.
That’s why I forecast 2 adjacent hues will be used in single outfits.
Principle of Order is achieved as it is based on an orderly plan even there are contrasting colors existed, giving the whole collection harmonic feeling.
Conclusion
Double Complimentary Color scheme and my related color forecasting on Christian Dior Haute Couture S/S 2010 is based on the consideration of Dior Concept, Style of Current designer, Color Trend, Economic issue, celebrities, advertisements of the brand and World affairs.
