Dior turns to gaming for playful rendition of jewellery and make-up collections

Seems Dior has found inspiration in the world of classic arcade games, following the release of several themed videos for both its accessories and beauty lines.

Mise en Dior is the most recent. Unveiled on on Friday, it’s a 3-D rendition of the brand’s costume jewellery line within the confines of a pinball machine:


Conceived by the brand’s creative director of accessories, Camille Miceli, it playfully follows a Dior pearls as it bounces around the machine gaining points that see it slowly assembled on a screen with Lurex thread, chunky links and grosgrain ribbon to make the necklace of the video’s namesake.

Various other iconic Dior pieces are also referenced throughout including bar jackets, the Lady Dior bag and Dior J’adore fragrances.

“Life and society have been quite depressed, so I asked myself, ‘How could we have some fun?’ We came up with a pinball machine,” Miceli told WWD. “I wanted to embellish the pearls, they needed to have a couture aspect,” she said. “It’s a frivolous and fun little movie.”

Meanwhile, Dior’s make-up line has also taken to gaming with its colour cosmetic products depicted in four iconic formats: Tetris, Pacman, Pong and Super Mario Land.

Much like Chanel’s animated robots earlier this year, products including the Dior Vernis nailpolish, Dior 5 Couleurs Eyeshadow and Rouge Dior lipstick, among others are reimagined within each. Check it out below:

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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