Dior Fitness Equipment Is In The Works

Dior Fitness Equipment Is In The Works

After dipping her toe in with the debut of Dior Vibe sneakers at the Greek-inspired Dior Cruise 2022 show, artistic director Maria Grazia Chiuri decided to plunge right into the fitness world with a line of workout essentials. Yes, you heard that right. Dior fitness equipment is in the works. The new offerings are in partnership with luxury sports brand Technogym, known for its smart equipment and on-demand training services, and will hit the market just after the holiday season in January 2022.

“For the first time, the Italian brand is collaborating with a luxury house in an exceptional dialogue that revisits the design of its connected treadmill, its multifunctional weight bench — including accessories such as dumbbells — and its gym ball, offering flexibility and balance,” reads the official release on the limited-edition collection. “These objects of desire dedicated to well-being and fitness are reinvented in a white version enhanced by a Dior star, the founding couturier’s lucky charm, as well as by the name ‘Christian Dior’ embellished with five horizontal stripes in contrasting hues, an emblematic House signature.”

And while Dior’s iconic and reputable fashion history goes without saying, Technogym is also a prized player in its respective industry. According to the brand’s site, it touts some 80,000 wellness centers globally and a cool 50 million subscribers to its virtual training programs. It has also been the supplier to the last eight Olympic games. Not too shabby, right?

While product details and pricing are still undisclosed, the first glimpses of the Dior and Technogym Limited Edition line are chic, to say the least. The white, black, and navy color scheme and sleek incorporation of the traditional Christian Dior label make this collection a must for any lover of fashion and fitness. And with January marking a season for reseting one’s health goals, this designer fitness collection could be the perfect motivation to get moving.

Be sure to check in for more details as the launch of this limited-edition equipment draws closer. You don’t want to miss it.

Another Livestream, Another Fail for Dior

What Happened: The livestream of Dior’s latest collection recorded over 54 million views in China — a new record for the luxury house. Still, behind the high figures, the Paris Fashion Week event was not without controversy. Overall, the collection was less than well received with some citizens calling out the brand’s looks as “ugly” copies of earlier designs from Prada and Miu Miu.

Secondly, while the viewing figures were undoubtedly boosted by the attendance of K-pop star Jisoo, a member of the Korean music group Blackpink, she became a focal point for netizens. The idol yields considerable influence in China and is the house’s global ambassador for fashion and beauty lines. Her presence prompted netizens to ask why Chinese celebrities were “worth less than Korean ones?”

The Jing Take: According to Coresight Research, Chinese consumers are expected to spend $300 billion on products featured in livestreaming videos this year. This means luxury brands can’t afford to ignore the sector. And, despite its efforts, Dior continues to garner mixed results from the strategy.

On the up side, it certainly knows how to attract traffic: This viewing figure towers over the previous season’s 16.3 million which is good news. On the down side, an increased reach is a double-edged sword, and, as a result of its widespread popularity, Weibo was flooded with negative responses.

Influential critics, bloggers and fans, including @YangFanJame (1.3 million followers) and@starstylefashion (with 2.3 million fans) criticized the change of style indicating it was out of step with progressive shoppers’ desires. @Pipijuice (1.8 million) reposted images of looks that illustrated questionable fashion plundering from Prada and called to mind Diet Prada’s scathing takedowns. “Auntie Maria is destroying Dior” indeed.

The reactions also amplify the complexities of using KOLs as conduits. Despite the attendance of two Chinese actresses, Dior was accused of racism by irate fans demanding to see even more representation at the event. As the country’s role in luxury increases, sophisticated consumers are looking for authenticity and increased visibility in brand communications. Dior’s recent hiring of transgender icon Jin Xing as a fragrance face was a positive step, but more needs to be done. Isn’t it time for Dior to appoint a global ambassador from China?

The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

Watch Blackpink’s Jisoo Share Her Dior Paris Trip Diary

Christian Dior fashion and beauty global ambassador Jisoo of K-pop group Blackpink had the trip of a lifetime last week when the superstar visited Dior’s atelier in Paris, France, right as the house put on its ’60s-themed spring/summer 2022 fashion show. And while Jisoo documented moments from the trip on her Instagram, she and Dior put together a beautiful video diary so everyone could take in what Jisoo saw there, along with the things she loved most, from the vibrant colors of this season’s garments to the famous 1995 Lady Dior bag from the house’s archives that the late Princess Diana carried.

Jisoo with the Lady Dior bag made famous by the late Princess Diana Elise Toïdé

Jisoo got to see this season’s new outfits behind-the-scenes in the atelier and learn about their inspiration; tour Dior Héritage and learn about the house’s extensive history and how it influenced creative director Maria Grazia Chiuri’s new collection; and talk with the house’s makeup artist about what inspired the beauty look for last week’s runway show. She also, of course, was front row at the fashion show.

Jisoo touring Dior with the house’s creative director Maria Grazia Chiuri Elise Toïdé

Jisoo spoke about what struck her most about this season’s collection. “The bright colors and graphic elements made this year’s fashion show even more dynamic,” she said in Korean, which the house translated to English in the video’s subtitles. “When I see the set with the models dressed in all these colors, I feel like I’m in a video game. There were so many beautiful outfits. I loved them all! If I had to pick just one, the dress with the ribbon at the chest that I saw would be my favorite.”

Jisoo arriving at Dior’s fashion show Arnold Jerocki Getty Images

The video ended with Jisoo dressed gorgeously in a star-adorned Dior dress on the Seine, taking in the Eiffel Tower. “The trip to Paris with Dior was so enjoyable for me, and I will never forget that night,” she said.

Watch Jisoo’s full video diary above, and then scroll through all the behind-the-scenes pictures that photographer Elise Toïdé took of Jisoo during her time there, below. Between Jisoo’s three outfits and the garments and bags on display at the house, there’s a ton of incredible fashion to take in.

Alyssa Bailey News and Strategy Editor Alyssa Bailey is the news and strategy editor at ELLE.com, where she oversees coverage of celebrities and royals (particularly Meghan Markle and Kate Middleton).

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io