Dior's 30-minute encore (4)

"I want to get away from couture just being done for a picture, or for a single moment on the red carpet," says Simons, in an interview in the November issue of Australian Vogue.

"I want to try and convince women that couture can be worn in the day and that there's a reality and a relevance there, because that's what Mr Christian Dior wanted. In my opinion, Christian Dior was never, ever theater."

It's an attitude toward design that may help the fashion house that is eyeing the "big market of tomorrow", China, where red-carpet theatrics are rare.

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