Because they totally weren’t occupied trying to find a new creative director or anything, the good people at Dior have spent a lot of time and energy creating an “online magazine” that will provide its fans with news and information about the storied French fashion house.
Women’s Wear Daily reports that Dior Mag will
revolutionize the way we think about fashion on the Internet be updated “almost daily” with content about how things at Dior are going — but don’t expect any hard-hitting stories about who they’re getting to replace John Galliano. Instead, the stories will fall along the lines of where the house sources the raw materials for its fragrances and live streams of its shows during Paris Fashion Week. The site has an anonymous editor-in-chief who is overseen by Dior’s marketing people (which means this site is run by the marketing department).
And that’s where Dior — and in fact most fashion companies that create “online magazines” — has gone wrong with this new venture. We’re not saying it’s not an admirable thing to do. It’s cool that a house like Dior, which so few people can afford to wear, is creating another way for the unfragranced masses to participate in its brand. It has almost 7 million Facebook fans and is even getting the super popular style blogger Susie Bubble to live tweet its runway show on Friday, and we think that’s cool! But branding what is essentially a very fancy public relations blog as an online magazine in an attempt to legitimize a new publication shows a pretty clear lack of understanding of what a site like this is supposed to do, which is to get people to click on interesting content, and maybe even buy a lipstick or two.
You know what’s a good online magazine? Lonny, the online publication that was created to fill the void left in our hearts when Conde Nast folded its shelter title Domino. Lonny looks and behaves like a magazine (with digital pages you can actually turn with a click of your mouse) because it’s an actual online magazine that gets released once a month, just like print publications.
But Dior Mag is actually a blog, even if its creators don’t want to admit that horrific truth. One of the first eight articles (eight was Christian Dior’s lucky number) is about the brand’s ultra expensive ceramic watch. Another tells the story of Catherine Dior, Christian’s little sister and one of his most important muses. Yet another is a post about Charlize Theron‘s body of work for the brand. All of these posts are maybe a little longer than 100 words and rely heavily on videos and images, and none of them tell us something we didn’t already know or couldn’t have found out about somewhere else. Which is, unfortunately, what bad blogs do.
By all means check the blog out, share it with your friends, leave comments on the posts (Wait, what’s that? You can’t even comment on the posts?!) and come back here to tell us what you think. But whatever you do, don’t call it an online magazine.