Should we consider the Dior Fall 2023 collection presentation in India a new age, soft-sell-with-a-big-bang marketing endeavour?


Text by Shirin Mehta and Asad Sheikh.

Models strike a pose at the Gateway of India, Mumbai — the venue of the Dior Fall 2023 show.
Photograph: Dolly Devi, © Dior

There is a buzz, long overdue, in South Mumbai, specifically around the magnificent arch of the Gateway of India. We imbibe the excitement even as we regret the partitioning off of large swathes, as we spy preparations underway for the Dior Fall 2023 collection to be presented here the following evening. Not to be outdone, the vendors and milling public stand just beyond the cordoned-off area, against the towering monument built to commemorate the visit in 1911 of King George V and Queen Mary.

The pre-show preparations create a buzz at the Gateway of India well before the commencement of the…

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