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.

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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.

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.

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.

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.