When Dior unveiled their Fall 2023 collection last December, it was just a taste of what the maison had planned for its homage to India and its artisans. Following a long-standing relationship between Maria Grazia Chiuri and the South Asian nation including the Chanakya ateliers and the Chanakya School of Craft in Mumbai, a runway show in front of Mumbai’s Gateway of India was presented in March as the ultimate homage. Well, for its campaign the maison has returned to India to showcase the beauty of Udaipur.
As the former capital of the Mewar Kingdom, Udaipur was once the home of lavish residences with architecture fit for a Maharaja. With palatial structures as the backdrop, the campaign showcases the cross-cultural collection that seamlessly blurs the lines between Indian heritage craft and Parisian couture techniques. This is evident in the collection's extensive use of intricate embroidery of ornate patterns and a vibrant colour palette.
Like many European fashion houses, Dior has been working with artisans in Mumbai who are experts in centuries-old embroidery techniques. While creative director Maria Grazia Chiuri has travelled around the world for inspiration for Dior shows, the relationship between Dior and India isn't one to be underestimated. Chiuri previously commissioned artists Madhvi and Manu Parekh to create a 3,600-square-foot tapestry to serve as the backdrop for Christian Dior's S/S 22 haute couture presentation. She also worked with the Chanakya School of Craft on numerous occassions including her S/S 20 couture show, where 150 female students created 21 embroidered panels with quotes from American artist Judy Chicago.