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Toile de Jouy pattern by Christian Dior Couture<\/a>. One of the biggest challenges of a Luxury Brand is managing the tension between the preservation of heritage and a continued push to innovate. Toile de Jouy was a specific type of linen printed with romantic, pastoral patterns in a single colour\u2014usually black, blue, or red\u2014on an unbleached fabric. It has been around since s.XVIII. Dior masters reinterpreting, today, Toile de Jouy (my picture: Dior at Nammos Group <\/a>Dubai \u2013 not to be missed).<\/p>\n\n\n\n According to\u00a0an essay in the\u00a0Pattern Observer<\/a>, (see link in comments below\ud83d\udc47), Toile de Jouy originated in Jouy-en-Josas, a town outside of Paris, in the late 1700s. Christophe-Phillipe Oberkampf created the pastoral designs in collaboration with the designer Jean Baptiste Huet. They were influenced by\u00a0Rococo art\u00a0and its romantic connotations. Although the word “toile” means fabric, it has evolved to also refer to the original design aesthetic of the fabric. For the last years, what started as a print for wallpaper can be found on\u00a0clothing, accessories and\u00a0glassware.<\/p>\n\n\n\n Innovation, evolution and disruption should be part of the journey of a Luxury brand. I love seeing Luxury brands experimenting into meta worlds (Decentraland<\/a>,\u00a0The Sandbox<\/a>\u2026). Dressing avatars on gaming (creating so-called skins for the game characters –\u00a0Louis Vuitton<\/a>\u00a0was a pioneer). Or having \u201caffairs\u201d with Premium brand on a “lower attitude”, to add new values and reach (seducing younger generations). Using AR, VR, AI. Embracing circular economy and moving into a more inclusive approach (bravo\u00a0Kering<\/a>\u00a0–\u00a0Gucci<\/a>).<\/p>\n\n\n\n BUT still, in the REAL Luxury\u2026 heritage matters. Do you agree?<\/p>","protected":false},"excerpt":{"rendered":" Toile de Jouy pattern by Christian Dior Couture. One of the biggest challenges of a Luxury Brand is managing the tension between the preservation of heritage and a continued push to innovate. Toile de Jouy was a specific type of linen printed with romantic, pastoral patterns in a single colour\u2014usually black, blue, or red\u2014on an unbleached fabric. […]<\/p>\n","protected":false},"author":1,"featured_media":703,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[48,33,32],"class_list":["post-702","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-beautyindustry","tag-fashionindustry","tag-luxuryindustry"],"_links":{"self":[{"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/posts\/702","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/comments?post=702"}],"version-history":[{"count":1,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/posts\/702\/revisions"}],"predecessor-version":[{"id":704,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/posts\/702\/revisions\/704"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/media\/703"}],"wp:attachment":[{"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/media?parent=702"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/categories?post=702"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cesarval.me\/en\/wp-json\/wp\/v2\/tags?post=702"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}