Dior said no to Instagram for his new couture collection, claiming that they don’t  need any ostentatious advertising on the social networks. Indeed, for his new collection, the designer Maria Grazia Chiuri wishes to privilege a classic design and crafts rather than flashy remarks as “Like” on the social networks.

“Couture is a hidden luxury,” explained the Italian designer, in front of the world’s fashion elite in Paris on June 2. “Peoples buying at Dior are not an audience spending time on Instagram,” she said. I want to pay homage to the designer’s studio where magic is created”.  Only fourteen couture houses boast the label, granted by the French government according to strict criterias, to reflect the crafts of these hand-sewn custom-made garments. The Couture audience knows what it means: a model made especially for you, just for your body, which needs time for its realization. Some dresses require up to 800 hours of work and prices can reach tens of thousands of dollars. “Sometimes people believe that couture is something that has to be ostentatious, and if it is expensive, it has to be visible,” Chiuri said. “No, couture is not that.”



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