Mystical -- that's one word to summarize what Dior would like their clients to feel, based on its Autumn-Winter 2020-2021 Haute Couture Collection by Maria Grazia Chiuri. The collection was showcased in an exclusive film directed by Matteo Garrone.
Dior used mythical characters to represent their clients, showing that they are special, rare, and having a unique lifestyle. Having everything delivered to them, it shows how Dior is willing to travel the distance just to present the luxurious garments to their clients. Truly, it's never just about the clothes (which are in themselves amazing) but also about the unique Haute Couture experience that they offer.
See the behind the scenes video here:
Video Credits: Christian Dior via Youtube and Business of Fashion via Facebook