Hedi Slimane, Dior's Creative Director, is currently one of the hottest names in fashion, passionately admired by top fashion enthusiasts.
Despite this, Hedi remains reserved and introverted, seemingly uncomfortable with the spotlight. He only relaxes when he's alone in private, revealing a side of him that usually goes unseen.
Like now.
Hedi and Anson have been old friends, moving from being formal to more at ease, from polite exchanges to genuine familiarity. Today, stepping into Anson's home has brought them even closer, allowing Hedi to crack a small joke. Then, with a meaningful glance at Anson, he shook his head lightly, revealing a look of regret.
"Anson, you're wrong here."
"I just made a harmless joke, and yet you joke about ending your partnership with Dior."
"Not only that, but you also ask me to betray Dior and work for you?"
"That's not funny."
Hedi's words were measured, each word deliberate and firm in stating his position, his slightly narrowed eyes locking onto Anson.
Anson wasn't surprised—
Meeting Hedi's gaze, the corners of Anson's mouth turned up slightly.
"But now, other brands are envious of us. Just look at our sales and profits over the past year."
The last time Edgar mentioned a project plan, Anson's strategy was centered around Hedi. They needed Hedi's help—or rather, the help of a professional—to provide different fashion solutions and combinations, creating the image of a fashion icon from the inside out.
However, Anson also knew that Hedi was the Creative Director of Dior, a high-ranking position. Yet he was now asking Hedi to work for him, and in some sense, in a role that competes with Dior. Such a request sounded like a fantasy, and any reaction from Hedi was to be expected.
Strictly speaking, Hedi hadn't stormed out, which was already a good start.
Perhaps Hedi could provide professional advice and gradually shape and define the role of a "stylist," a concept that exists objectively but is not yet clear or refined, opening up a new direction in the fashion industry.
"Indeed, it's rare for fashion brands and actors to establish long-term partnerships in the industry nowadays. We also endured a lot of pressure at the beginning."
After starting to speak, Hedi realized he had raised his voice. He took a deep breath to control himself.
So, Anson thought of Hedi.
Sure enough, Hedi was immediately provoked.
"Mr. Slimane, I thought Dior didn't want to continue our partnership."
Currently, stylists aren't yet able to stand on their own because the "styling" industry hasn't received enough attention.
This job will have a professional title in ten years: stylist.
Noticing Hedi's sullen expression, Anson deliberately switched to a different form of address, but his face still bore a teasing smile.
"Hedi..."
However, the division of labor is not yet clear. The so-called stylists are often just part of the fashion styling team, providing outfit suggestions. They don't possess the design or innovation capabilities, working under the fashion design or art direction team. Their way of thinking is largely limited and not taken seriously.
"Who said that!"
Of course, this has always existed.
"Our menswear department's revenue broke $5 billion last year, a 300% increase over the previous year. This is the first time any fashion brand's menswear department has achieved over $2 billion in revenue, almost rivaling top women's fashion brands."
"We have no reason not to renew our contract."
"In fact, we're drafting a long-term partnership agreement. I came here today thinking we were going to discuss continuing our collaboration."
"I didn't expect an ambush."
Hedi quietly looked at Anson. Although he didn't grit his teeth, the restrained fury in his voice was palpable.
Anson raised an eyebrow, genuinely surprised.
He hadn't expected Dior's menswear to sell so well in the past year.
It was only now he realized that the new millennium marked the era of global integration. The concept of a "global village" had just started to emerge. Every industry entered a phase of globalization, and all sectors welcomed a period of rapid development. It was a flourishing era.
"Mr. Slimane."
As soon as Anson began to speak, he saw Hedi glare at him, making Anson burst out laughing.
"Hedi, do you know the difference between hard and soft advertising?"
Hedi looked puzzled.
For one, he didn't know why Anson suddenly changed the subject.
For another, he hadn't heard of hard and soft advertising.
Hedi immediately became wary, "Anson, what are you planning?"
Anson spread his hands innocently, "We're having a conversation, Hedi. Your attitude hurts me."
Hedi felt a bit embarrassed, muttering a couple of words but not saying anything more.
Anson's eyes revealed a smile as he continued.
"Hard advertising is bluntly telling consumers, 'My product is great; you have to buy it,' openly letting them know it's an ad, just boasting."
"Soft advertising, on the other hand, is more subtle and pervasive. Take Jennifer Aniston, for example. She carries a handbag one day. There's no advertisement, no promotion, but when paparazzi photos make it to the cover of 'Entertainment Weekly,' women see it, and suddenly this obscure brand sells 5,000 handbags."
The explanation was simple but direct.
Although the internet had not yet fully developed, and the public hadn't become entirely weary of advertisements—even hard ads still had a strong influence—one had to admit that the golden age of advertising was gradually declining. In the '80s and '90s, some people were eager to watch ads, pausing to view them whenever they came on. However, now it's almost nonexistent.
Naturally, how to promote and market products has become a new challenge for all goods.
Anson's words were straightforward and vivid, making Hedi understand immediately.
"So, if I continue working with Dior as Dior's exclusive spokesperson, that's hard advertising. If Dior is interested, I'm very willing to continue this partnership."
"But I think we have a better way to collaborate—not just simple advertising, but turning Dior into a lifestyle, an attitude, seamlessly integrating it into my life and image. This approach could create a new fashion label that resonates deeply, and while the immediate effect on sales may not be evident, it could reshape Dior's image in the long run."
He made his point and didn't press further. Anson believed Hedi was smart enough to understand the unspoken concepts and ideas behind his words.
Hedi pondered for a moment, then looked up at Anson.
"You mean, I become your stylist and subtly incorporate my designs into your daily outfits to convey an image naturally?"
Anson snapped his fingers, "Bingo."
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