Raf Simons says he's working on turning Dior into a brand that everyone in the world will recognize as soon as they see it — sort of like Chanel.
"The Chanel woman? I don't even need to see, I smell her from round the corner, but I don't recognize the Dior woman," Simons said in an interview for the January issue of Vogue UK. "I want to work on that fast. Chanel has the deux-pièces with the pockets, or the bouclé, but what is it for Dior nowadays? I can't say."
Eventually, Simons wants Dior to be something that appeals to a wide variety of people.
"Dior's ultimate obsession is that he wanted [the public] to wear it. I want them to wear it on the street," he said. "If it doesn't relate to the outside, then it would be very theatrical for me."
That mission — to make serious and wearable clothing for Dior — has guided Simons's short tenure at the French fashion house, and even extends to his couture collections.
"I want to get away from couture just being done for a picture, or for a single moment on the red carpet," he said in an interview with Vogue Australia last month. "I want to try and convince women that couture can be worn in the day and that there's a reality and a relevance there, because that's what Mr. Christian Dior wanted. In my opinion, Christian Dior was never, ever theater."
Photo: Simons photographed by David Sims for the December issue of Vogue.