To mark the release of the spring-summer 2017 collection, first developed by Maria Grazia Chiuri for Dior, the fashion house launches a series of pop-up stores around the world.
Dior's legacy is being redefined in the spirit of modernity; these ephemeral spaces are reinventing the codes of the fashion house, in particular through associations with the works of artists Tracy Emin and Maripol.
Los Angeles was chosen as the venue for the first pop-up store, which opened on February 25. It is followed by Paris, 44 Avenue Montaigne, a few steps from the historic address, launched on February 27th. The pop-up stores also include Japan, Dubai, Seoul, Singapore, Beijing and Shanghai, as well as special projects with prestigious concept stores, including Colette, The Corner, Antonia, Webster and Maxfield.
Outfits inspired by the fencing uniforms, embroidered tulle dresses, rethought bar costumes, “We all must be feminists” T-shirts, cult accessories designed by Maria Grazia Chiuri for modern women are presented in a simplified and graphic setting. For this new era in the history of the House, Dior DNA was reinterpreted under the influence of modernity: white and gray shades, key echoes of 30 Avenue Montaigne are associated with modern furniture and the “raw” appearance in wooden, brass and concrete versions.
A pop-up store in Dubai will be organized March 1 through March 25 at Level Shoes, a concept store offering luxury shoe collections at Dubai Mall.
