Models walk the runway during the Dior autumn 2023 menswear show on December 3, 2022 at the Pyramids of Giza in Cairo, Egypt. Getty Images
Models walk the runway during the Dior autumn 2023 menswear show on December 3, 2022 at the Pyramids of Giza in Cairo, Egypt. Getty Images
Guests arrive for the show at the Pyramids of Giza. Getty Images
Guests arrive for the show at the Pyramids of Giza. Getty Images
The Celestial collection and show was inspired by a 'fascination with the ancient world'. Getty Images
The Celestial collection and show was inspired by a 'fascination with the ancient world'. Getty Images
The ancient wonders illuminated against the night sky evoked a sense of otherworldliness as 75 models walked the LED-lit runway to thumping techno music. AFP
The ancient wonders illuminated against the night sky evoked a sense of otherworldliness as 75 models walked the LED-lit runway to thumping techno music. AFP
The colours began as neutral greys, beiges and whites. Getty Images
The colours began as neutral greys, beiges and whites. Getty Images
Pops of bright yellow and orange were then added. Getty Images
Pops of bright yellow and orange were then added. Getty Images
Jones calls it a 'graduation of greys' giving way to the 'palette of the desert - from daytime to nightfall, with hints of a fiery sunset filtering in between'. Getty Images
Jones calls it a 'graduation of greys' giving way to the 'palette of the desert - from daytime to nightfall, with hints of a fiery sunset filtering in between'. Getty Images
One gets the impression that the models are going on a sci-fi expedition to the moon or 'galaxies far, far away'. Getty Images
One gets the impression that the models are going on a sci-fi expedition to the moon or 'galaxies far, far away'. Getty Images
They wore sunglasses, helmets, backpacks, utility boots and mosquito netting, taking on a 'notion of futuristic armoury'. Getty Images
They wore sunglasses, helmets, backpacks, utility boots and mosquito netting, taking on a 'notion of futuristic armoury'. Getty Images
Singers and bands have played at the pyramids in the past, but a fashion show from one of the world’s most recognisable brands is a first. Getty Images
Singers and bands have played at the pyramids in the past, but a fashion show from one of the world’s most recognisable brands is a first. Getty Images
Egypt has taken the opportunity to boost tourism recently by widening its appeal through art and cultural events. Getty Images
Egypt has taken the opportunity to boost tourism recently by widening its appeal through art and cultural events. Getty Images
Kegham Djeghalian, a professor of design studies and fashion, with a group of his students . Nada El Sawy / The National
Kegham Djeghalian, a professor of design studies and fashion, with a group of his students . Nada El Sawy / The National
Naomi Campbell was among the stars in attendance. Getty Images
Naomi Campbell was among the stars in attendance. Getty Images
South Korean singer, actor and model Cha Eun-woo was also there. EPA
South Korean singer, actor and model Cha Eun-woo was also there. EPA
Cha meets Naomi Campbell. Nada El Sawy / The National
Cha meets Naomi Campbell. Nada El Sawy / The National
Australian-born photographer from Dubai Abdulla Elmaz. Nada El Sawy / The National
Australian-born photographer from Dubai Abdulla Elmaz. Nada El Sawy / The National
A model presents a creation by Dior. EPA
A model presents a creation by Dior. EPA
A pop of yellow breaks through. EPA
A pop of yellow breaks through. EPA
The designs held their own against the majestic backdrop as well, capping off a year that celebrated the 75th anniversary of the French brand. AFP
The designs held their own against the majestic backdrop as well, capping off a year that celebrated the 75th anniversary of the French brand. AFP
Jone's interest in ancient Egypt is 'about the stars and the sky'. AFP
Jone's interest in ancient Egypt is 'about the stars and the sky'. AFP
Orange punctuates the neutrals. AFP
Orange punctuates the neutrals. AFP
The collection and show both have the idea of being 'guided by the stars', says Jones. AFP
The collection and show both have the idea of being 'guided by the stars', says Jones. AFP
It was a futuristic show. AFP
It was a futuristic show. AFP
In some ways, the Pyramids of Giza stole the show. AFP
In some ways, the Pyramids of Giza stole the show. AFP
Jones says Christian Dior tripped over a literal star on the Rue du Faubourg Saint-Honore in Paris in 1946, and he took it as a sign to start his own haute couture house. AFP
Jones says Christian Dior tripped over a literal star on the Rue du Faubourg Saint-Honore in Paris in 1946, and he took it as a sign to start his own haute couture house. AFP
Models are silhouetted against the pyramids. AFP
Models are silhouetted against the pyramids. AFP
International celebrities in attendance included Formula One champion Lewis Hamilton, Scottish actor Thomas Doherty, South Korean rapper and Dior Global Ambassador Oh Se-hun, Spanish actor Aron Piper, Colombian singer Manuel Turizo and American model Amber Valletta. EPA
International celebrities in attendance included Formula One champion Lewis Hamilton, Scottish actor Thomas Doherty, South Korean rapper and Dior Global Ambassador Oh Se-hun, Spanish actor Aron Piper, Colombian singer Manuel Turizo and American model Amber Valletta. EPA
For the grand finale, all 75 models made one last pass by the audience before standing in a line in front of the pyramids and leaving the stage. EPA
For the grand finale, all 75 models made one last pass by the audience before standing in a line in front of the pyramids and leaving the stage. EPA
Models present creations by French fashion house Dior during the presentation of its Men's Pre-fall 2023 Collection at the Pyramids of Giza, in Giza, Egypt, 03 December 2022. The show marks Dior's first in Egypt. EPA / KHALED ELFIQI
Models present creations by French fashion house Dior during the presentation of its Men's Pre-fall 2023 Collection at the Pyramids of Giza, in Giza, Egypt, 03 December 2022. The show marks Dior's first in Egypt. EPA / KHALED ELFIQI
Egyptian government figures at Dior’s Celestial show included Secretary General of Egypt’s Supreme Council of Antiquities Mostafa Waziri, Minister of Co-operation Rania Al Mashat and prominent Egyptologist Zahi Hawass. EPA
Egyptian government figures at Dior’s Celestial show included Secretary General of Egypt’s Supreme Council of Antiquities Mostafa Waziri, Minister of Co-operation Rania Al Mashat and prominent Egyptologist Zahi Hawass. EPA

Lifestyle

Fashion

Dior puts on star-studded Celestial show at Egypt's Pyramids of Giza

Fashion house showcased its futuristic men’s autumn 2023 collection against majestic backdrop of ancient wonders

Nada El Sawy
Nada El Sawy
Cairo

December 04, 2022

  • English
  • Arabic

Kim Jones, the creative director for Dior Men, could not have asked for a more perfect backdrop to showcase the fashion house’s Celestial autumn 2023 menswear collection.

In some ways, the Pyramids of Giza stole the show on Saturday. The ancient wonders illuminated against the night sky evoked a sense of otherworldliness as 75 models walked the LED-lit runway to thumping techno music.

But the designs held their own as well, capping off a year that celebrated the 75th anniversary of the world-renowned French brand.

The Celestial collection and show were inspired by a “fascination with the ancient world” and “how the past shapes the future or an idea of the future from the past”, Jones writes in the show notes.

His interest in ancient Egypt is “about the stars and the sky”, he says, and the collection and show both have the idea of being “guided by the stars”.

He notes that Christian Dior tripped over a literal star on the Rue du Faubourg Saint-Honore in Paris in 1946, and he took it as a sign to start his own haute couture house.

This year’s autumn/winter 2022 menswear show took place on January 21 to coincide with Dior’s birthday. Jones transformed Parisian bridge Pont Alexandre III into a podium to symbolise the linkages between past, present and future.

The Dior men’s spring/summer 2023 show at Paris Fashion Week in June recreated the seaside town of Granville in Normandy — Dior’s birthplace — and the English countryside of Charleston to pay homage to late British painter Duncan Grant.

Jones unveiled two collections in Cairo this week, the first being the Dior x Denim Tears line at an event at the Grand Egyptian Museum on Friday. The museum, adjacent to the pyramids, partially opened for private events this month but has yet to open to the public.

Spanish actor Aron Piper attends the Dior x Denim Tears photocall on December 2, 2022 at the Grand Egyptian Museum in Cairo. All photos: Getty Images
Spanish actor Aron Piper attends the Dior x Denim Tears photocall on December 2, 2022 at the Grand Egyptian Museum in Cairo. All photos: Getty Images
French-Algerian model and entrepreneur Younes Bendjima attends Dior x Denim Tears. Dior director Kim Jones unveiled two collections in Cairo this week
French-Algerian model and entrepreneur Younes Bendjima attends Dior x Denim Tears. Dior director Kim Jones unveiled two collections in Cairo this week
Supermodel Naomi Campbell attends
Supermodel Naomi Campbell attends
Saudi actor Rawkan Binbella
Saudi actor Rawkan Binbella
American model Amber Valletta
American model Amber Valletta
Formula One star Lewis Hamilton
Formula One star Lewis Hamilton
French actor Benoit Magimel
French actor Benoit Magimel
Scottish actor Thomas Doherty
Scottish actor Thomas Doherty
Egyptian-Canadian actor Mena Massoud
Egyptian-Canadian actor Mena Massoud
South Korean singer, actor and model Cha Eun-woo
South Korean singer, actor and model Cha Eun-woo
French model Baptiste Giabiconi
French model Baptiste Giabiconi
British model Lila Moss, Kate Moss's daughter
British model Lila Moss, Kate Moss's daughter
French rapper Orelsan
French rapper Orelsan
French actor Jeremie Laheurte
French actor Jeremie Laheurte
British composer Max Richter
British composer Max Richter
Filipino blogger Bryanboy
Filipino blogger Bryanboy
Franco-Congolese actor and comedian Stephane Bak
Franco-Congolese actor and comedian Stephane Bak
English actor Toheeb Jimoh
English actor Toheeb Jimoh
Egyptian artist Youssef Nabil
Egyptian artist Youssef Nabil
French YouTuber Squeezie
French YouTuber Squeezie
Egyptian-British actor Amir El-Masry
Egyptian-British actor Amir El-Masry
British singer Oliver Sim
British singer Oliver Sim
American comedian and actor Benito Skinner
American comedian and actor Benito Skinner
South Korean rapper Oh Se-hun, aka Sehun
South Korean rapper Oh Se-hun, aka Sehun

The capsule collection was guest-designed by Tremaine Emory, creative director of sportswear label Denim Tears.

The line gave a taste of Jones’s signature of meshing sportswear with luxury through collaborations, such as Air Dior, since taking the helm of Dior Men in 2018.

While both the Dior x Denim Tears and Celestial shows did not have the star power that follows fashion capitals such as London, Milan and Paris, several notable celebrities and influencers were in attendance.

Among them was British supermodel Naomi Campbell, who said she was “happy because Egypt for me is part of Africa. And so this is a big deal that Dior and Kim Jones have chosen to be here.”

South Korean singer, actor and model Cha Eun-woo arrived at Cairo airport to fans chanting his name.

“I was so surprised,” the K-pop star, with more than 31 million Instagram followers, told The National at the Celestial show on Saturday.

Wearing a sparkly turquoise sweater with matching bag, he said he was “glad” for the attention and “very excited” as it is his first time in Egypt.

Other international celebrities included Formula One champion Lewis Hamilton, British actor Robert Pattinson, Scottish actor Thomas Doherty, South Korean rapper and Dior Global Ambassador Oh Se-hun, Spanish actor Aron Piper, Colombian singer Manuel Turizo and American model Amber Valletta.

Stars from the region included Tunisian actor and filmmaker Dhafer L’Abidine, Egyptian actor Amr Youssef and Egyptian-Canadian Aladdin actor Mena Massoud.

“It’s a very iconic moment, I feel, for the brand, being here in the Middle East and doing a show this large-scale,” Qatari influencer Abdulla Al Abdulla, the founder of his namesake skincare and fragrances brand, told The National.

The 25-minute fashion show kicked off shortly after 6pm in darkness and silence before the pyramids and runway lit up. The models paraded the collection, walking in the distance like shadows before passing directly in front of spectators.

The colours began as neutral greys, beiges and whites before pops of bright yellow and orange were added. Jones calls it a “graduation of greys” giving way to the “palette of the desert — from daytime to nightfall, with hints of a fiery sunset filtering in between”.

One gets the impression that the models are going on a sci-fi expedition to the moon or “galaxies far, far away”. They wore sunglasses, helmets, backpacks, utility boots and mosquito netting, taking on a “notion of futuristic armoury”.

The distinction between masculine and feminine cuts are blurred, such as in the case of the wool demi-kilts that flowed at the back of trousers. The concept originated from the bias pleated skirt of a Dior archival dress from the 1950s called bonne fortune.

Technical outerwear is married with couture finishings, and “comfort and practicality” are given priority as “the ultimate luxuries”.

For the grand finale, all 75 models made one last pass by the audience before standing in a line in front of the pyramids and leaving the stage.

In an odd juxtaposition to the previous techno beats, a live orchestra then played a 35-minute set of Vivaldi’s The Four Seasons by contemporary classical composer Max Richter. Colourful lasers and floodlights lit up the scene and the ancient wonders remained at the centre of attention.

Singers and bands have played at the pyramids in the past, including most recently Red Hot Chili Peppers and Maroon 5. But a fashion show from one of the world’s most recognisable brands is a first.

Egypt has taken the opportunity to boost tourism recently by widening its appeal through art and cultural events.

In October, fashion house Stefano Ricci celebrated its 50th anniversary by showcasing its collection at the Temple of Hatshepsut in Luxor.

Last month, Art D’Egypte put on its second Forever is Now contemporary art exhibition at the pyramids and Dior was a gold sponsor.

Egyptian government figures at Dior’s Celestial show included Secretary General of Egypt’s Supreme Council of Antiquities Mostafa Waziri, Minister of International Co-operation Rania Al-Mashat and prominent Egyptologist Zahi Hawass.

Before the show, Waziri took the Dior team to the Saqqara Pyramid and posted about the visit on his Instagram account.

The goal is undoubtedly to create global ambassadors for the “Egypt” brand.

French singer Orelsan, who has worked with Dior over the past year on his concert outfits, had positive things to say about his first time visiting the country.

“It’s really magical and I feel really lucky to be here,” he told The National. “I want to come back, so I hope that other people feel the same.”

The pyramids will be waiting.

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