Raf Simons leads Dior to record year
The Flemish fashion designer Raf Simons is being credited with increasing profits at Christian Dior by 31%
Haute couture sales up by 20%
“Simons has the exceptional talent to be able to breathe new life into our fashion house,” said Dior CEO Sidney Toledano. Simons has revived the interest of a younger market in the brand, which has seen a rise in sales across the board, from accessories and leather goods to ready-to-wear and haute couture.
Simons has been praised by fashion journalists for his ability to make beautiful clothes that are wearable by average women and men, particularly in the couture line, which saw sales increase by 20% in the period. Both the off-the-rack and couture lines are attracting younger buyers as the label’s reputation is changing from professional and stuffy to modern and sophisticated.
“It’s one thing to make yourself into a designer where everyone says, ‘Oh, you’re so genius!’ then nothing sells,” Simons told Style magazine last autumn. “It needs to be on people’s backs.”
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