Starting in Los Angeles, Dior plans to reach new audiences by presenting Spring Summer in collaboration with concept stores and renown artists.
Under Maria Grazia Chiuri’s vision, Dior is set to launch a series of pop-up stores to celebrate the launch of its spring/summer ready-to-wear collection for this year, the first designed by the aforementioned designer, Fendi’s former superstar.
Locations will include Los Angeles and Paris, who will be served first, with more to come in Dubai, Seoul, Singapore, Beijing and Shanghai, in accordance with its plan to penetrate in the Asian market, boosting its global sales to expand the current financial landscape. Tokyo will also host one of the temporary stores following the remarkable interest from the brand in the metropolis, since its Esprit Dior show in 2015.
Esprit Dior Show, Tokyo (2015)
Concept stores like Colette, The Corner, Antonia, The Webster and Maxfield also plan to display the collection, presented in collaboration with artists Tracey Emin and Maripol.
The first woman in Dior’s creative chair is already bearing fruits, conceptually speaking, with embroidered tulle dresses rescuing the brands’ femininity and T-shirts with slogans like “We should all be feminists” facing Christian’s house with the contemporary, socially permeated nod it clearly needed.