Under the creative direction of Maria Grazia Chiuri, Dior presented the J'Adior bag in their Fall / Winter 2017 - 2018 collection, and it instantly became a success.
Dior, typically being a traditional fashion house with delicate, "lady-like" pieces, and timeless elegance, has had somewhat of a slight change in direction now that Grazia Chiuri, the first female to ever hold the position of CD in Dior's 70-year history, is calling the shots and running the show.
"Of course heritage is important, but I want to move this house further..." Explained Grazia Chiuri when discussing her taking the reigns at Dior. "Dior stands for femininity but the idea of that is still steeped in the Fifties, femininity isn't something that finished in the Fifties; it can be more contemporary," she continued.
The brand changed for the better, by staying true to Dior's old history and roots, but vamping it up to suit the contemporary woman in the modern world. This is not only illustrated in just the clothes, but also in shoes, and of course - our favourite: bags! Not only did the new-and-improved Lady Dior bags take the world by storm with their stud and crystal embellishment, threaded embroidery, hand painted designs, and new lettering for the signature "Dior" charms, but Grazia Chiuri introduced the "J'Adior" collection - brand new bags that became instant classics.
The J' Adior collection flourished amongst the It-Girls of the world, appealing to a new, younger generation completely different to Dior's typical cliental. The "J'Adior" logo quickly became a signature for the brand, with its striking bold lettering and prominent placement, a J'Adior bag is definitely on any luxury-brand-loving woman's "To Buy" list.
From flap bags, to wallet-on-chains, to camera bags, the J'adior collection offers any style of bag to a fashion forward young woman with a love for luxury. The bags most frequently come with gold-tone lettering and hardware with a delicate gold chain strap, however some seasonal and limited edition pieces are offered in silver-tone.
Although the "in your face" logo depicts subtle masculinity, giving it an edge Dior never had, the J'Adior bag remains chic and feminine and can be worn with almost any outfit. The combination of modern edge and traditional femininity is the good kind of clash that works for any style and occasion. Wear it with an elegant, ruffled summer dress and gladiator sandals, or tailored trousers and a white blouse, a cocktail dress and killer stilettos, or ripped jeans and a leather jacket for a more casual, edgy look.
Times are changing, and so is the fashion industry. Femininity has a new definition, elegance can now go hand in hand with edginess, and masculinity can be pretty. The modern woman, wearing a "We Should All Be Feminists" Dior logo tee, carrying her J'Adior bag, redefining the rules of what it means to be feminine, and conquering the world one day at a time.
By: Isabel de Carteret
Get your own J'Adior Flap bag here