Anderson juices up the vibes for Dior with spotlight on Hollywood

Designer suggests decision to stage show in Los Angeles is part of strategy to deepen label’s cinema presence

Like Christian Dior, the founder of the house he now leads, fashion designer Jonathan Anderson’s ambition is to be not just a Parisian couturier but a Hollywood power player. “We think of Dior as this romantic character, but he was also a very savvy businessman,” said Anderson before a blockbuster catwalk show in Los Angeles. Stage Fright, the Hitchcock caper-noir for which Dior dressed Marlene Dietrich, was the show’s origin story. “There is all this amazing correspondence between Dior, Dietrich and Hitchcock, which shows how he navigated the money that it cost to make that film. I think we underestimate how much negotiation Dior did with studio executives. He was very smart in that way.”

Anderson, 41, who was born in Northern Ireland but since being appointed to Dior splits his time between London and Paris, has his own Hollywood side hustle as the costume designer for Luca Guadagnino’s films, and is set on reinvigorating Dior’s relationship with the film industry.

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