Dior…Gowns, Fragrances, and Now a Magazine?

Posted: March 1, 2012 in Fashion
Tags: , , , , , , , , , ,

Okay, I can’t afford anything from Christian Dior, and I hold a soft spot in my heart for Galliano, no matter how screwed he was. Designers and fashion houses are not only getting smart about launching affordable lines at retailers like H&M, Kohl’s, and Target, but they’re also foregoing advertising in magazines and launching their own publications.  Smart move, Dior, but bad for magazines.  DiorMag just launched today in an effort to build the brand’s online presence. So, what will the stories include?  Constant updates on information and news about the design house and its brands, all under 200 words with videos and photos. Hmm…updated daily…few words…mostly multimedia…that’s a blog folks, not a magazine.  Yeah, I’m not so sure why they won’t just say this is pure advertising.

I have mixed feelings about it because I don’t know how this is any different from what’s already out there or what I learned back in my fashion design program.  If we’re going to call it a magazine, shouldn’t it mimic one?  I just thought the content would be developed less like a blog and not spearheaded by the marketing department.  Wouldn’t we just consider this a press release that you can click on?  It’s not even like the digital magazines you can read and interact with online.

What’s even more interesting is that Susie Bubble of Style Bubble, a prominent fashion blog, will run Dior’s Twitter feed.  She’s tweeting live from the runway show this Friday, in fact.  I love Susie and her blog, and are we at the point where high fashion will finally connect with the masses online and via social media?  Who would have thought journalists and regular bloggers would be employed as social media editors?  Even when Twitter first started, this position was unheard of, and Dior plans to develop the site into an iPad and iPhone version in the future.  Is this more of a blog than a magazine, or do you think it’s flat out advertising, or a combination of both?  What could this mean for magazines?  We still haven’t figured out online advertising, and for fashion magazines, this could be a major blow. So, does this mean that Vogue may not be able to run campaigns like this gorgeous ad of Mila Kunis in Dior in the future? Only time and numbers will tell.

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