Maria Grazia Chiuri, the brand’s new creative director, is set to show her first Dior Resort collection in Los Angeles on May 11, 2017.
Although Chanel has claimed back Paris as a host city for its cruise collection after venturing the world for several seasons, Dior has decided to keep traveling abroad to expand brand awareness across the globe through a series of marketing steps,including among to let locals of each international metropolis feel more connected to the Parisian brand, as if Dior was also dedicated to and inspired by their hometowns. It comes as no surprise that California’s chic destination is Dior’s new choice for a runway venue, specially since 2016 has cemented the city’s reputation as a new fashion capital for both the US and the world, with iconic, historic and emergent brands alike choosing to leave New York in favor of the West Coast.
Los Angeles is not the first travel destination for the Paris-based brand. The haute couture house has previously featured collections in special events at Monaco, the Pierre Cardin’s Bubble Palace and Bleinheim Palace in England, as alternatives to Paris. This time Los Angeles will host and debut a new resort era after Raf Simons leaving the brand in 2016, now substituted by Chiuri, who previously occupied the creative throne at Valentino for 17 fruitful years.
This will be the first time Dior steps in the US under its new management.