DIOR: “ALL I WANT” CREATIVE BRIEF

DIOR’S signature fragrance 'NEW LOOK 1947' is named for a pivotal moment in 20th century fashion design. Parisian couturier CHRISTIAN DIOR’S first collections dubbed "The New Look", presented after WWII, changed the course of fashion history.

Given wartime roles and the reality of rationing, women’s wardrobes had been styled much like those of men, featuring tight, tailored mannish jackets.

DIOR’S postwar New Look was a full-blown return to femininity, freedom and luxury, referencing the great Parisian beauties of the 19th century with their tiny waists and full skirts.

"All I Want" celebrates that all-important moment. It’s a celebration of the brand’s identity, its birth, its origin story.