Live coverage from TikTok · refreshed daily · July 26, 2026
Dior. Watched closely.
dig reads the Dior conversation across social every day, and surfaces the shift comms needs to see first: the negative narrative that is starting to build.
Top emerging negative narrative · flagged by dig today
"A $2,800 bag that costs $57 to make?" A labor-and-value backlash is building around Dior after reports that Italian subcontractors produced luxury bags for a fraction of retail.
Why it matters: dig sees creators moving from one-off gripes to a shared de-influencing story. The migrant-labor investigation into Italian workshops, a pointed is-this-ethical thread aimed at the upcoming Dublin show, and a running argument that Dior sells status rather than substance are converging. Low in volume today, but specific, repeatable and morally charged, which is the kind of narrative comms wants to meet early.
Trending now · pulled from dig
Narrative intelligence
Every story, scored by sentiment.
Narratives, not hashtags. dig classifies each story as positive, negative, or neutral, tells you why, and ties it to the video driving it.
Trending now · last 7 days
What people really think about Dior right now.
Pre-crisis radar · for comms
The negative narratives that haven't hit yet.
Early negative signals building under the surface, so comms gets a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Dior conversation.
Creators, not the brand, are setting the tone, which is exactly why a critical narrative can build before comms sees it coming.
Owned vs. UGC reach · last 30 days
4%vs96%
@dior owned share · creator share of Dior TikTok reach (30d)
With 96% of reach in creator hands, the labor-and-value critique from voices like @rachaelgrif travels without the brand in the room, and the owned channel has almost no share of voice to counter it.
Top 6 creators · last 7 days
House of lines
Lady Dior, Beauty & Fragrance, Couture, Made-in-Italy, Pre-owned. Tracked.
Each line's top narrative, its sentiment, and the surprise signal comms may not see coming yet.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The narrative to get ahead of, the creator to engage, and the talking point that needs to be ready before the story moves.