July 31, 2014
Dior fall/winter 2014 couture image
French couture label Dior is entering a three-year partnership with the Princess Grace Foundation, celebrating the connection between Monaco's royal family and the fashion house.
The first step in the partnership will be the foundation’s awards gala on Oct. 8 in Los Angeles, where Dior will be the only presenting sponsor. Being the main brand associated with this series of events will help Dior reach the artistic audience in attendance.
"These galas are sure to attract a very exclusive crowd, and they represent an opportunity for the brand to gain some prominent exposure amongst this audience," said John Casey, senior vice president of Havas Public Relations, New York.
"Princess Grace was the epitome of elegance," he said. "She and her story are iconic.
"By connecting itself to the legendary Princess and Hollywood starlet, Dior positions the brand as iconic and elegant."
Mr. Casey is not affiliated with Dior or the Princess Grace Foundation but agreed to comment as an industry expert.
Dior and the Princess Grace Foundation were unable to comment before press deadline.
Funding talent
The Princess Grace Foundation was founded by Monaco's Prince Rainier III in the name of his late wife, Grace Kelly, to honor her commitment to helping emerging artists. It is dedicated to finding and helping budding talent across theater, dance and film.
At an annual awards gala, the first of which was held in 1984, scholarships, apprenticeships and fellowships are given out.
Since its beginning, the Princess Grace Foundation has helped 700 individuals by giving out a total of $10 million in grants.
Princess Grace Award recipient Tiler Peck
The gala typically takes place in New York, but this year it will be held in Los Angeles, the foundation’s first appearance in the West Coast city in about 30 years.
Following this year’s celebration, Dior will help the organization throw galas in consecutive years in Monaco and New York. This traces Ms. Kelly’s life as an artist, from her days in Hollywood making films, to her marriage to Monaco royalty.
Due to its mission, the foundation’s host committee for the 2014 gala includes Hollywood players, such as Linda and Jerry Bruckheimer, Cicely Tyson and Reese Witherspoon.
In a branded statement, Toby Boshak, executive director of the Princess Grace Foundation-USA said, "Dior's dedication to artistic excellence parallels our own mission of supporting emerging talent, and we look forward to a spirited and inspiring partnership."
Dior chief executive Sidney Toledano said in a statement, "Our partnership with the Princess Grace Foundation-USA is deeply rooted in history and mutual admiration between the Princely family of Monaco and the House of Dior."
Princess Grace made an appearance via computer animation in Dior's television commercial for its J'adore fragrance, along with Marilyn Monroe.
J'adore Dior - 'The Film'
Royal ties
Other brands have shown their admiration for Princess Grace with collections.
Montblanc created a collection to honor Princess Grace of Monaco that includes a jewelry set, timepiece and writing instrument which reflect the style and elegance of Princess Grace, while also donating $1 million to her namesake foundation.
Every piece of the collection contains rose petal details as a tribute to the many roses that were named after the princess, who was formerly known as the actress Grace Kelly. The collection is being marketed through private galas and events – the first of which was held in the Monte Carlo Opera house in Monaco — and via online catalog (see story).
Dior is currently showing its ties to the art world online.
French fashion house Christian Dior is highlighting its connections to the art world both past and present with a series on its online magazine and Instagram accounts.
“Dior and the Artists” takes consumers through the eponymous founder’s experience with art, and how it educated his fashion career through articles on DiorMag throughout the summer. Since art and fashion are so intertwined, it makes sense for Dior to explore its own connection to the art world (see story).
These galas provide a platform for Dior to reach an affluent audience.
"Glamour and Dior go hand in glove," said Chris Ramey, president of Affluent Insights, Miami, FL. "The affluent will attend the galas; so should Dior.
"Doing good is a pillar of luxury," he said. "Supporting the Princess Grace Foundation is a natural opportunity for a luxury brand.
"There are few philanthropies as powerful as Princes Grace Foundation. The gravitas it adds to any brand is immense."
Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York
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