Raf Simons wants to make Dior the brand that is "worn on the street".
The designer was recently named the creative director of the fashion house and says he wants to take the label back to its roots and move on from his predecessor John Galliano's dramatic aesthetic, reports contactmusic.com.
"Dior's ultimate obsession is that he wanted (the public) to wear it. I want them to wear it on the street. If it doesn't relate to the outside, then it would be very theatrical for me," Simons told Vogue magazine.