Dior is marking the arrival in stores of Maria Grazia Chiuri’s first ready-to-wear collection with a global retail push combining freestanding pop-ups, partnerships with key retailers and special in-store merchandising.
Sidney Toledano, president and chief executive officer of Christian Dior Couture, and Chiuri, its artistic director of women’s wear, detailed the multipronged initiative in exclusive interviews with WWD, while retailers including Saks Fifth Avenue in New York and Colette in Paris lifted the lid on their plans for the launch.
The project includes several collaborations, the largest of which is a charity partnership with Dior brand ambassador Rihanna’s the Clara Lionel Foundation. The nonprofit will receive a percentage of proceeds from each T-shirt bearing the slogan “We Should All Be Feminists” sold in Dior boutiques and on dior.com until May 15.
British artist Tracey Emin has created an exclusive work of art for Dior’s Paris pop-up store, while New York-based artist, film producer and stylist Maripol will shoot Polaroids of customers at in-store events.
The Paris-based fashion house, which this year celebrates its 70th anniversary, has plans for 15 temporary locations worldwide.
Dior on Saturday inaugurated the first pop-up store in Los Angeles on North Rodeo Drive, a stone’s throw from its existing women’s and
Follow WWD on Twitter or become a fan on Facebook.
Read More…