Christian Dior Commercial Artist Claire Fontaine on the Dior Autumn-Winter 2020-2021 Set 2025

VIDEO Christian Dior Artist Claire Fontaine on the Dior Autumn-Winter 2020-2021 Set TV commercial 2020 • The collective, feminist, conceptual artist Claire Fontaine discuss their collaboration on the Dior Autumn-Winter 2020-2021 show scenography, and how an interest in pioneering figures of Italian feminism shared by Maria Grazia Chiuri resulted in powerful illuminated manifestos and a newsprint floor installation. 00:02 Claire Fontaine is a feminist, 00:05 collective and conceptual artist. 00:08 Which means that our work 00:10 isn’t coherent in a formal sense. 00:13 We make things, artworks that allow people 00:17 to ask themselves “What am I looking at?” 00:21 For example, in this installation, the LED signs 00:24 are totally anonymous from a formal point of view. 00:27 And our identity comes through 00:29 in the thought process 00:33 behind these forms. 00:35 How wonderful! 00:37 It’s perfect, thank you. 00:39 Are we going to stick with the flashing ‘Love’? 00:42 It’s beautiful! 00:44 That one is great. 00:45 The pink one really pops. 00:47 Magnificent… I’m speechless. 00:50 Maria Grazia gave us total carte blanche. 00:54 We were brought together by our shared passion for feminism 00:58 notably Italian feminism of the seventies and eighties. 01:01 We spoke a lot about Carla Lonzi, 01:03 and the discussion we had about a more contemporary image of women 01:07 resulted in these words. 01:10 This is ‘I Say I’, which comes from Carla Lonzi’s 01:13 introduction to ‘La Presenza dell'uomo nel Femminismo’. 01:17 On the floor is a work 01:20 that we have already produced in several different versions. 01:23 The work is called ‘Newsfloor’, 01:25 and it transforms the catwalk’s neutral character. 01:31 There are a series of quite schematic phrases about patriarchy. 01:35 Patriarchy equals something, several times 01:37 which is clearly a term that evokes 01:41 toxic masculinity. 01:42 The opposite of patriarchy is not necessarily matriarchy. 01:46 The opposite of patriarchy is a free and equal society, 01:51 in which women and men can coexist. 01:54 A society that respects life, that doesn’t venerate war, 01:58 that doesn’t prize toxic production. 02:00 One that promotes education, thought, and intelligence.- advertisement spot 2020