This is Dior’s fourth year joining hands with the SIFF as an official partner.
2024 SIFFORUM Action! Her time— Embrace and Reshape. COURTESY PHOTO
At the 26th Shanghai International Film Festival (SIFF), Dior’s “2024 SIFFORUM Action! Her time— Embrace and Reshape” arrived as scheduled and was once again featured on the official agenda of the SIFFORUM of 26th SIFF. Five distinguished figures from the film industry were invited to share the unique charm of film culture and explore the growth and transformation of contemporary women with the topic of “Embrace and Reshape”, drawing from their personal creative experiences.
Since 2020, this marks the fourth occasion that Dior has joined hands with the SIFF as an official partner. Dior has curated an array of enriching events to honor the exceptional and influential contributions of women in cinema, thereby celebrating their pivotal role and impact in the evolution of film.
This year’s “Action! Her time” Forum took place in Victory Cinema Shanghai. Established in the last century, it represents Chinese cinema in varied times, witnesses the film industry’s developments and symbolizes inclusivity with its fusion of Chinese and Western architecture styles. Embracing the significance of this legacy, Dior has chosen this iconic venue to host a grand celebration of culture and art, further propelling the forefront of contemporary cultural trends.
Yedda Chen, the president and chief executive officer of Wanda Film, along with acclaimed directors and screenwriters Qin Haiyan, Su Biao and Teng Congcong, and renowned actress and Dior Jewelry Ambassador in China Ava Wang, were invited to attend. Renowned producer and film critic Teng Jingshu served as the moderator of the discussion, engaging with the guests around the theme of Embrace and Reshape and exploring the luminous legacy of the SIFFORUM “Action! Her time.”
“Action! Her time” Forum Scene (from left to right): Teng Jingshu, Ava Wang, Teng Congcong, Lucy Xu, Yedda Chen, Tong Ying, Qin Haiyan, Su Biao.
During the panel discussion, the guests shared their perspectives based on their roles and experiences. They explored key topics such as the portrayal of female characters in artistic creation, the trajectory of women’s growth and the innovation and sustainable development of the film industry. The guests emphasized the importance of portraying female characters with diversity and depth, encouraging female creators and filmmakers to embrace their individuality and showcase their unique beauty.
“Action! Her time” Forum Scene.
At the “Action! Her time” Forum, Lucy Xu, senior vice president of Dior China, along with Tong Ying, deputy director of the Shanghai International Film & TV Festival Center, honored Yedda Chen, the president and chief executive officer of Wanda Film, with the prestigious 2024 Female Filmmaker of the Year Award. This accolade celebrates her exceptional contributions to the film industry. Lucy Xu affirmed that Dior remains committed to empowering the advancement of the film industry, fostering innovation and prosperity and lending its unique strength to the flourishing of film as an art form and the preservation of cultural diversity.
Driving China’s Film Industry: The Power of Brand Support
Dior has always been steadfast in its relentless pursuit of fashion, beauty and artistic culture, leveraging the power of its brand to bolster the thriving development of China’s film industry.
The journey of Dior’s collaboration with the SIFF commenced during a moment of significance that encapsulated the brand’s values and commitment to responsibility: at the 23rd SIFF in 2020, Dior was named the official partner for the first time. Amidst a global context where film festivals were either postponed or scaled back, SIFF distinguished itself by successfully staging an international event that balanced epidemic prevention demands with cross-cultural dialogue. It was in these extraordinary times that Dior courageously embraced its social responsibilities, aligning with the industry to exhibit unwavering confidence in the enduring conditions and environment conducive to the industry’s positive growth.
This alliance also heralded the resurgence of cultural fervor, the gradual return to normalcy in urban life, and the Chinese film industry’s initiation of a new chapter marked by renewed momentum.
In 2021, Dior partnered with the SIFF to debut the “Action! Her time” Forum and gave special recognition to female practitioners who have made outstanding contributions to the film industry, among them stood out the famous Chinese actress and producer Zhao Tao.
This marked the beginning of a tradition to invite film professionals who have made significant contributions both on and off screen to engage in dialogue, thereby creating a platform to highlight the talent, dedication and bravery of women in the film industry. Concurrently, Dior presented the Chinese audience with a special screening of the documentary “Nose”. From a delicate aesthetic perspective, the film authentically shows the global tour of former Christian Dior perfume creation director François Demachy.
Dior “Nose” special exhibition screening.
Following the suspension and rescheduling of the 2022 SIFF, Dior embarked on an extensive and diverse collaboration with the 25th SIFF in 2023. The brand invited five prominent figures from the film industry to create a series of blockbusters under the theme “Life Without Limits.” Each shared their unique insights into female filmmakers and characters, drawing from their own stories and experiences, with the aim to inspire filmmakers to courageously chase their aspirations and continue the relentless pursuit of the art of cinema.
2023 SIFFORUM “Action! Her time” was incorporated into the Golden Goblet Film Forum, where the “2023 Female Filmmaker of the Year Award” to international actress Zhang Ziyi. This honors her outstanding contributions to the film industry over the past 20 years. Throughout the festival, Dior passionately presented the “Dior In Red” Exhibition, inviting guests on a journey through time and space exploring the relationship between Dior and the world of cinema.
Dior presented “Dior in Red” exhibition.
Over a century has elapsed since Alice Guy, recognized as one of the first female directors in the history of cinema, began her filmmaking journey in the late 19th century. Since then, female filmmakers have gained unprecedented attention and expanded creative spaces worldwide. Consider Greta Gerwig, acclaimed for her direction and whose film adaptation of “Barbie” achieved box office success, subsequently leading to her role as president of the jury for the 77th Cannes Film Festival in 2024. Or French director Justine Triet was honored with the “Best Film Award” at the 2023 Cannes Film Festival for her work “Anatomie D’une Chute.” Add to this Lupita Nyong’o, who presided over the international jury of the Berlinale’s main competition, the Wettbewerb, in 2024.
Also noteworthy is Chinese director Jia Ling, whose film “Hi, Mom” shattered global box office records for a female director. These women are harnessing their distinct sensibilities to craft stories centered on women, spotlighting female perspectives and demonstrating their talents on a global stage. They are chronicling the evolution and metamorphosis of contemporary women, enriching the cinematic landscape with narratives that celebrate women’s experiences and broaden the horizons of film.
For many years, Dior has engaged in profound dialogue with the cinematic arts, bearing witness to the continuous emergence of influential female figures throughout history.
Consistently, Dior has been dedicated to giving voice to every female filmmaker, championing their fearless pursuit of self-worth and the authentic expression of women’s independent, dynamic personas and their spirited, resolute core values.
The Enduring Charm of Dior: A Cinematic Chronicle
Dior’s enduring bond with the cinematic arts dates back to its origins, with a history that is rich and profound. In 1947, Christine Dior himself began crafting exquisite gowns for renowned actresses, marking the beginning of a long-standing tradition. The “New Look” that emerged post-war not only introduced an elegant and noble spirit that captivated fashionable women worldwide, but it also illuminated the cinema and red carpet with dazzling brilliance and the epitome of feminine charm. From Marlene Dietrich in Hitchcock’s “Stage Fright” to Lauren Bacall in “How to Marry a Millionaire”, from Ingrid Bergman in “Indiscreet” to Claudia Cardinale in “The Pink Panther” and from Catherine Deneuve in “Belle de Jour” to Tilda Swinton in “A Bigger Splash”, the timeless elegance of Dior’s creations has been immortalized in the annals of film history.
In 1952, Mr. Dior specially designed and named his creations “Côte d’Azur” and “Cannes” in tribute to the Festival de Cannes, which was founded in 1946. In 1981, Dior forged a long-term bond with the Cannes Film Festival and commenced its support for the César Awards Gala, a celebration of French cinema. Ever since, the creations of Dior have shone brightly on the Cannes red carpet, with numerous renowned international film stars capturing timeless moments adorned in Dior’s iconic gowns.
The Dior brand itself has become a subject of creative exploration in the cinematic arts: from the fashion documentary “Dior et moi”, which offers a glimpse into the world of Dior, to “Inside the Dream,” a documentary revealing the poignant tale behind the crafting of Dior’s exquisité fragrance, J’adore. The brand’s influence extends to the comedy “Mrs. Harris Goes to Paris” and the APPLE TV+ series “The New Look,” where narratives steeped in the art of film weaves the story of Dior.
Through these varied cinematic experiences, viewers are invited to immerse themselves in the dynamic persona of the legendary fashion house, witnessing its evolution and presence across various eras and narratives.
In 2020, amidst the Covid-19 pandemic that precluded the traditional in-person fashion show, Dior transformed the presentation of its Fall Winter 2020-2021 Haute Couture collection into an enchanting and visually stunning short film with a mythological theme, titled “Le Mythe Dior.” The film features a selection of Dior’s latest “miniature fashions” presented to mythic goddesses. The mythological narratives woven into the film were indeed one of the primary sources of inspiration for the 2021 Haute Couture collection.
As Maria Grazia Chiuri, Dior’s current Creative Director of Women’s Collections said, “Cinema is not only an art form but also a channel for artistic expression. This concept has long been a wellspring of inspiration and contemplation for me. I am consistently drawn to experimenting with it to craft a unique ambiance for Haute Couture. In cinema, the fusion of creativity and craftsmanship is paramount, with the act of creation being equally as significant as the art of interpretation. This mirrors the exquisite artistry and skill found within the realm of fashion.”
Resonating with the Profound Humanistic Values of Dior
Since the early days of Mr. Dior’s friendship with the renowned French poet, artist and director, Jean Cocteau, the tradition of art and cinema has been deeply ingrained in Dior’s DNA. As times evolve and designers pass on the torch, the brand consistently resonates with the era’s most avant-garde spirit. The brand value of a luxury good is illuminated when it engages with social issues, is imbued with artistic significance, and harmonizes with the spirit of the times.
It is no surprise that the brand’s collaboration with the SIFF over the years has generated significant social media buzz. Monitoring data indicates that the 2024 “Action! Her time” Forum garnered a total exposure exceeding 20 million views. Moreover, the level of user engagement has been consistently rising: throughout the festival, the interaction counts for the 2021 and 2023 SIFF surpassed 5 million and approached 7 million, respectively, with the 2024 SIFF achieving an impressive 10 million interactions.
Dior does not merely regard film festivals and red-carpet events as mere pools of traffic and opportunities for marketing; instead, it embraces the brand’s feminist spirit and tradition, focusing on the cultural, artistic and value-driven aspects of cinema from a more profound perspective.
The brand supports and encourages female filmmakers to express themselves, share their insights, and create stories of the era through the moving image, while also exploring innovative perspectives in women’s filmmaking. This approach aims to advance in tandem with the film industry. Through active involvement in and curation of cultural events, Dior seizes the opportunity to highlight a brand culture that aligns with contemporary values. This commitment is not only an embodiment of its contemporaneity but also reflects a universal humanistic responsibility, demonstrating a dedication to progress in step with the times.
Amidst significant challenges in the luxury sector and a global spotlight on the Chinese market, Dior’s decision to collaborate with the SIFF transcends a mere marketing strategy. It serves to amplify its cultural narrative to a broader and more youthful demographic.
In honoring the art of the cinema, Dior also assumes the role of a cultural institution. We understand that engaging in dialogue with creative minds and becoming an integral part of contemporary culture is essential to having a voice within the cultural discourse. This approach demands rigorous alignment on communication strategies and operational standards, both within the team and among the collaborative partners. Such consistency is pivotal to the successful execution of Dior’s vision. It is this mastery of integration and alignment that has solidified Dior’s enduring status as a market leader.
Previous “Action! Her time” Forum.
By engaging in dialogue with distinguished women in the film industry across various sectors, Dior has cultivated a community with shared values, empowering women to come together and speak with one voice. As Maria Grazia Chiuri said at the WWD Apparel & Retail CEO Summit in 2023, “I think it’s important to speak about these elements with other women. I really believe that it’s important to work with the community, and this is the part that interests me, too, to have conversations with people from different parts of the world. This dialogue helps to have an idea also about femininity or feminism that is more multifaceted, more pluralistic. I think it’s important to have a dialogue with other actors, other women and to create a community that can work together to build an idea of women for the future.”
The Enduring Legacy of the Feminine Spirit
Mr. Dior once said, “to make women more beautiful, and above all, happier.” Since its inception in 1946, each of Dior’s creative directors has rigorously upheld this fashion philosophy, dedicated to showcasing the diverse beauty of women for over seven decades.
Just before this year’s “Action! Her time” Forum, Dior joined hands with Chinese artist Ai Jing to unveil the exhibition “All We Need is Love—Ai Jing 2024.” Inspired by the new Miss Dior Parfum, Ai Jing has created a new sculpture titled “Flower Power #1” for DIOR. This artwork draws inspiration from the legendary story of Catherine Dior, Christian Dior’s beloved sister, a resilient and valiant woman who participated in the resistance during World War II and endured great hardships after her capture.
Despite experiencing the darkest of times, she maintained her faith in beauty, tending roses into her 90s and the roses she cultivated continue to enrich the fragrances of Dior to this day.
Dior joined hands with Chinese artist Ai Jing to unveil the exhibition “All We Need is Love—Ai Jing 2024.”
The affection for Catherine was a muse for Mr. Dior’s iconic perfume, Miss Dior, and it deeply influenced his vision of feminine grace. With this fragrance, abounds in the sweetness of love, he sought to inspire women in their pursuit of joy and love. Through the years, despite evolving formulations, the essence of Miss Dior, embodying “love, courage and freedom,” remains steadfast and unchanged.
The tradition of celebrating the spirit of women has coursed through the veins of the Dior brand since its inception, honoring the brave Miss Dior and every free, vibrant and independent woman in various ways throughout the decades. Peter Philips, Creative and Image Director of Dior Makeup, carries on Mr.
Dior’s beautiful vision of “adorning women’s smiles,” revitalizing the timeless classic, Rouge Dior Lipstick, with a spectrum of shades that showcases the diversity of women’s beauty, empowering women with confidence and strength and highlighting their unique personalities. Meanwhile, Francis Kurkdjian, Dior Perfume Creation Director, has crafted the exquisite L’or de J’adore, a reinterpretation of the classic J’adore fragrance, celebrating victory, strength and the subtle, refined elegance of femininity.
New Rouge Dior Lipstick.
As the first female Creative Director in the history of Dior, Maria Grazia Chiuri has, since her appointment in 2016, dedicated herself to honoring Dior’s storied past and classic legacy while seeking inspiration from women around the globe. Her vision has been manifested through a variety of collections, such as the Spring-Summer 2017 runway featuring T-shirts with the empowering message “WE SHOULD ALL BE FEMINISTS.”
The Autumn Winter 2023-2024 ready-to-wear collection further demonstrates this commitment by celebrating three inspirational muses: Mr. Dior’s sister, Catherine Dior, the iconic French singer Edith Piaf and Juliette Gréco. The Autumn-Winter 2024-2025 collection, drawing inspiration from Dior’s inaugural ready-to-wear line “Miss Dior” from 1967 and the esteemed female artist Gabriella Crespi, who has collaborated with Dior, continues to champion the modern woman’s independence and self-expression as an inexhaustible wellspring of inspiration and a focal point of conversation for the brand.
Dior is keenly aware that the quintessence of a luxury brand is rooted in establishing a distinctive and profound emotional bond. The brand recognizes that nurturing humanistic and spiritual connections and resonance is a vital method for it to engage in cultural outreach. Such connections are not only a significant component of brand equity but also essential for initiating authentic dialogues with consumers.
By partnering with prestigious cultural events like the Shanghai International Film Festival, Dior demonstrates a genuine commitment to fostering the development of cinematic arts, with a special emphasis on honoring and empowering the increasingly recognized spirit and strength of women in the industry. This enduring focus and cultivation are deeply rooted in its genetic legacy, inherited since its founding. It is the cultural sustainability and alignment with its core values that have, over the years, resonated with the currents of the era and the hearts of consumers, ultimately solidifying a robust ideological and value-driven direction within Dior’s equity.
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