Dior just announced that it will be showing its Spring/Summer 2021 women's ready-to-wear collection live on TikTok. The move finds the French house joining other luxury brands in utilizing a digital platform to broadcast a runway show.
Fans will be able to see Maria Grazia Chiuri's latest collection in real time when the show is livestreamed on September 29 at 2:30 pm on Dior's TikTok account. "A new feature on the platform, livestreaming promises a moment of creativity and sharing infused with magic and emotion," Dior said in a statement.
We may be reading entirely too much into this, but could Dior's decision to show on TikTok be at all political? After Trump's chaotic ruling regarding the platform, the house could very well be taking an anti-Trump stance through the subtle maneuver.
Trump threatened to ban TikTok in the United States for quite some time, but recently he decided to allow a deal that will see Oracle becoming the app’s cloud provider and a minority investor, while ByteDance remains the majority owner. All of this came after Trump and TikTok had been at odds for months, dating back to when TikTok users sabotaged his Tulsa rally.
One thing's for certain, however. Dior's TikTok show is a sign of the times. As previously mentioned, many brands are taking to digital platforms for their shows as COVID-19 has changed the way live events are carried out for the foreseeable future. Earlier this month, for example, Burberry used streaming platform Twitch to showcase its SS21 collection.
Dior will be joining the likes of Saint Laurent, JW Anderson, and Louis Vuitton to utilize TikTok to livestream its show.