I’m addressing the controversy surrounding the re-release of the Dior Saddle bag that happened last week.
If you are a fashion follower on Instagram you would have seen sometime late last week all the fashion bloggers/ influencers & celebrities suddenly posted about their new Dior Saddle bag with the #diorsaddle (examples below). Now there is actually nothing wrong with this as the job of this advertising or marketing strategy was to get visibility. Also, bloggers and influencers have been getting “free stuff” in return for their posts and modelling shots since the beginning.
But what bothered me about this was the way it was done as my whole instagram was suddenly full of pics of everyone wearing this bag or unboxing it. To me it kind of cheapened the name of Dior. Dior to me is high end luxury and often doesn’t need typical advertising as the name in itself is enough. The House of Dior was established in 1946 and has led the way in tailoring with the famous Dior Bar jacket and of course the Lady Dior bag named after Princess Diana.
There is tons of history with this brand and I don’t think they in fact needed to do this as the bag itself is a re-invention of a classic style from the early 2000s. People were already interested in Maria Grazia Chiuri’s take on this when it appeared on the runaway as part of their 2018 Autumn/Winter collection and this peaked when we all were frantically searching Ebay and other bag re-sellers for vintage saddle bags. This then caused the price of these to skyrocket but for those of you that kept your saddle bags, good for you as you can now hashtag without forking out for the 2018 release. 😀
Personally I knew I had to have this bag as soon as I saw it on the runway. Big PLUS; I appreciate what an important bag this is in Dior’s catalogue and want to be a part of its resurgence under Maria Grazia Chiuri as I personally adore what she has done with the brand!
In order to obtain this bag or attempt to get it I have sacrificed the Fendi Mon Tresor mini bucket in the Fendi Zucca print for this one. I have also put on the market two bags that are no longer getting the wear they used to. One is the Givenchy Antigona in black so if interested let me know at firstname.lastname@example.org. The other is my Prada tote which to be honest is not in the greatest condition so who knows if it will even sell. I am in fact so smitten that I have pre-ordered for a September drop in Australia. I of course will be wanting it in the classic Oblique print and will use my lady Dior bag strap to make it cross body. Can you tell I’m excited and know exactly how to style it…haha.
I hope that you find this post helpful in unpacking the marketing blitz that happened with Dior and some of the reasons why I disliked it, as I said it has nothing to do with the freebie part and clearly know I still want this gorgeous bag!!!
If you have any thoughts on the Dior saddle bag let me know in the comments would love to hear it.
xx – the expat