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# Dior Took Quite the Left Turn This Season
- URL: https://go-fug-yourself.ghost.io/dior-took-quite-the-left-turn-this-season-03-2022/
- Published: 2022-03-03T18:00:21.000Z
- Updated: 2022-03-03T01:58:53.000Z
- Description: Have fun, J.Law!
- Author: Heather
- Tags: High Fugshion, Dior, Fall/Winter 2022, Paris Fashion Week, runway, #wp, #wp-post, #hasslideshow, #Import 2026-10-07 08:20

[View the gallery](https://go-fug-yourself.ghost.io/dior-fw-2022/)

I'm all for an interesting collaboration -- I thought Fendi and Versace designing for each other was unusual and fun -- but these cross-branding exercises are starting to dominate in ways that trample the original brand. We saw [Fila artlessly stamped all over Roksanda's clothes](https://go-fug-yourself.ghost.io/weekend-catwalk-catch-up-whats-roksanda-doing-02-2022/), and [adidas is all over Gucci's stuff;](https://go-fug-yourself.ghost.io/okay-but-what-did-gucci-deliver-on-the-runway-03-2022/) now Dior and Maria Grazia Chiurri are working with tech companies:

> *The designer collaborated with D-Air Lab, a start-up that produces items like the Antarctica Suit, which allows scientists to work in temperatures as low as minus-128 degrees Fahrenheit. A version of the suit, complete with electronic control unit, found its way into the show, as did variations on the start-up’s airbag vests.*

WWD and I are asking the same question: *Why*, exactly? And at what point does Dior, or any one of these brands, lose itself in the name of the next partnership? Also, FYI, somewhere around slide 55 -- it might BE slide 55 -- there is a dress that might be the most dire example of needing a hoik that I have ever seen on a runway.

###### \[Photos: Imaxtree\]