The hottest ticket in fashion right now isn’t a $2000 Gucci backpack, or even a pair of the latest Balenciaga “it” boots. It’s a pair of $1250 underwear. Yes, underwear.
At the Dior gala on Saturday night and then at the MTV Video Music Awards on Monday, Australian time, the J’adior underwear set by Christian Dior was the most coveted (and exposed) item of clothing.
Dior Gala at NGV Melbourne Red Carpet
In Australia, the briefs sell for $1250 and the soft-cup bra sells for $1200.
The granny pants, designed by Dior’s creative director Maria Grazia Chiuri, are so hot there is a pair selling for $US1500 ($1889) on eBay. And before you ask, they are unworn.
Paris Jackson wearing the $2500 Dior underwear set underneath her dress at the VMAs on Monday.
Making your own underwear is a savvy commercial decision by Chiuri, the first female creative director of the house, considering many of the dresses from her collections are sheer, or semi-sheer.
The straps on the underwear bear the Christian Dior name in bold upper-case font, a nod to the 1990s style of labels such as Calvin Klein and not at all a hallmark of classic Dior, which tends to whisper, not shout, its credentials on its garments.
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Peek-a-Bec … Rebecca Judd wore the in-demand undies under her J’Aton gown.
Chiuri has stepped out of the box compared to her predecessors, a big call considering Dior alumni include John Galliano and current Calvin Klein creative director Raf Simons.
Last year, she sent the “We should all be feminists” T-shirt down the runway, making both a political statement and elevating the statement T-shirt – and the House of Dior – into the post-Trump zeitgeist.
Jesinta Franklin’s floral dress at the Dior gala also showed off the famous underwear set by the designer.
Since its release, the underwear set has been worn by everyone from Charlize Theron to Bella Hadid.
At Monday’s VMAs, Paris Jackson, daughter of the late Michael Jackson, wore the briefs under a floral and tarot symbol embroidered midi-length gown.
And on Saturday night, stars bearing their knickers along the red carpet at the National Gallery of Victoria’s Dior gala included David Jones ambassador Jesinta Franklin, Canadian model Winnie Harlow, actress Olympic Valance and model Akiima.
Most of the celebrities dressed by Dior for the night would have had to return their outfits afterwards. One can only assume they get to keep the underwear.