Dior scandal
South Korean President Yoon Suk Yeol and his wife Kim Keon Hee are facing a scandal that could affect the outcome of a crucial election in April 2024.
The "Dior bag scandal" emerged after President Yoon Suk Yeol and his wife chose to remain silent in the face of public outrage stemming from a video released in November 2023 by the Voice of Seoul YouTube channel. The secretly filmed video showed the South Korean first lady receiving a Dior bag from a Korean-American pastor in September 2022.
Pastor Choi is known for his involvement in activities related to North Korea and his support for policies that promote rapprochement with Pyongyang.
The Dior bag, valued at approximately $2,300, could cause Kim Keon Hee to violate anti-bribery laws.
The incident might not have escalated if it had just been an unknown or ordinary branded bag, costing only a few hundred thousand or a few million dong. But the bag was Dior – a brand once favored by Princess Diana (Lady Dior).
Throughout its 77-year history, the Dior brand has always positioned itself as a high-end, classic luxury brand. The bag that Mrs. Kim received as a gift is worth over 55 million VND.
A luxury bag, with its high price tag, also means it could potentially lead the recipient into a corruption case.
Previously, Dior was one of the few brands that maintained a partnership with Johnny Depp during the lengthy legal battle between the actor and Amber Heard, the star of Aquaman. Johnny Depp struggled when Hollywood shunned him, and Dior was reportedly affected as well.
However, the film star's victory in mid-2022 in the Pirates of the Caribbean series has made Dior's Sauvage men's fragrance, for which Johnny Depp has been the face (since 2015), highly sought after.
Luxury brands are often associated with scandals.
As a brand positioned as synonymous with high-end luxury, Dior's limited-edition products are always highly sought after. Dior bags are very expensive, can be bought and resold, and even generate profit. Therefore, luxury goods like Dior are often used as extravagant gifts for wealthy and influential people in society.
High material values also mean a lot of money, and sometimes even notoriety.
However, the French brand's notoriety also stems from the battle to assert its number one position, cultural factors in different countries, and the pursuit of a "classic" style.
As can be seen, throughout its decades-long history, the Dior brand has led the global fashion market, from its classic-inspired dresses that revolutionized fashion in France in the years following World War II, to its immense popularity in New York, Sydney, London, Hong Kong (China), and beyond.
Following dresses, in 1955 Dior launched its first lipstick under the brand, followed by ready-to-wear clothing for children.
In 1978, Dior's parent company, the Boussac Group, declared bankruptcy. Dior was acquired by Bernard Arnault, the billionaire behind Moët Hennessy Louis Vuitton (LVMH). He is the second richest person in the world , with a net worth of $184 billion as of January 25, 2024.
This billionaire continues the "classic" path left by founder Christian Dior (1905-1957) and Dior's previous artistic directors, and has also ventured into menswear.
Dior's association with so much controversy is perhaps due to the fact that the brand often leads the global fashion industry, penetrating major luxury markets worldwide. Dior's target customers are wealthy and powerful individuals.
However, this very "classic" style orientation and the effort to expand into new markets have also created cultural conflicts. Recently, during its entry into the multi-billion dollar Chinese luxury market, the Dior brand faced opposition for its new experiments linked to local culture.
The fashion brand Dior faced fierce criticism on social media over an advertising photo deemed to be derogatory towards Chinese women in late 2021. The photo was displayed at the Dior fashion exhibition at the West Bund Art Center in Shanghai and then posted on social media platforms.
The photograph, taken by renowned Chinese photographer Chen Man, shows a model with slanted, single-lidded eyes, freckles, eerie makeup, dark skin, wearing traditional Chinese clothing and carrying a Dior bag.
Many criticized the photo for depicting Chinese women in a way that resembled Western stereotypes. Some Chinese newspapers argued that the photo showed the pride and prejudice of Western fashion brands regarding aesthetics and culture. Many netizens also pointed out that the photo did not fit the typical beauty standards in China: fair skin and large eyes.
According to Global Times, in mid-2022, Dior also faced protests from Chinese citizens who accused the brand of "cultural appropriation." Specifically, a long, pleated black dress from Dior's Fall 2022 collection bore striking similarities to the traditional Ma Mian dress from the Ming Dynasty of China.
Following accusations of copying the design of the Ma Mian dress, Dior was further criticized for using motifs similar to ancient Chinese paintings on sweaters featuring floral and bird designs. Dior subsequently recalled all such products from the Chinese market.
The fact that luxury brands often associate themselves with celebrities also carries the risk of negative publicity.
Recently, Frédéric Arnault, the third son of LVMH owner Bernard Arnault, has the opportunity to lead the luxury empire after billionaire Bernard Arnault (74 years old) planned to nominate two of his five children to the LVMH Board of Directors at the beginning of 2024. Billionaire Arnault and his family own approximately 48% of LVMH shares and nearly 64% of the voting rights in the empire.
Frédéric Arnault (29 years old) is the rumored boyfriend of Lisa BlackPink. Lisa fell out of favor and faced suspicions of being "blacklisted" by the Chinese market after the controversy surrounding her stripping at the Crazy Horse nightclub.
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