dior connects to rock 'n' roll

04/14/2006 06:09:00 PM
Dior Homme recently launched a new line by Hedi Slimane offering a fresh collection of shoes, belts, bags and sunglasses that are more casual street than couture suiting.

The line is clean, sophisticated and of course, expensive. However, what made it interesting was that in the April issue of GQ, the accessories were featured alongside a Dior gold calfskin guitar trunk, complete with a Gibson electric. Suddenly, the simple canvas belt next to the it takes on a rock 'n' roll aesthetic.

Slimane is long credited with outfitting famous musicians like Franz Ferdinand, the White Stripes, and Mick Jagger, so the connection to music is legitimate.

And in the overly-brand-saturated music scene, an authentic connection is more coveted than ever. From Mercedes to Bacardi to Reebok, brands are chasing into music whether it is discovering unsigned bands, offering musician designed exclusives or launching a radio station.

Sure the Dior guitar trunk costs $4,125, but what you get is a rock 'n' roll positioning for the entire line. In doing so, it begs the question, how can other brands use iconic products to more quickly connect to lifestyle?

Dior Homme opens their Beverly Hills location next Friday or Saturday.
Also check out the Hedi Slimane profile in the March 2006 New Yorker.
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