Nothingbetter illustrates the fashion world’s rapturous reception for the new-look Diorunder Raf Simons than the names of the shops featuring special pieces from thespring ready-to-wear collection. Of course, the brand’s own boutiques will alsocarry the collection, but in an unusual collaboration, Dior is setting up one-and two-week pop-up shops in seven of the world’s hippest stores to celebrateSimons’s first offering for the house. From Colette in Paris and 10 Corso Comoin Milan, via Jeffrey in New York and Maxfield in Los Angeles, to IT inBeijng, Joyce in Hong Kong and My Boon in Seoul, each of these curated storeshas its own particular take on the collection.
The set for each shop isdesigned to reflect that of the collection’s Paris show last October –white,modernist, linear rooms with drifts of pale yet bright tulle – but the keychoices from the collection have been carefully selected to suit each market.The emphasis in New York is on the slick, urban, skinny-trousered new tuxedosuit, while in Milan the ultra-curvaceous, feminine tailoring takes centre stage. Each storegets a special launch party, and the catwalk pieces chosen for display areexclusive to each location.
The pop-upsare staggered over the next month: those at Jeffrey and 10 Corso Como are already infull swing; Joyce, IT and My Boon will open their Dior doors on Friday February 22; Colette on Monday February 25; and Maxfield on Monday March 18. As items varybetween stores, only world travellers willbenefit from the full dazzle of the collection. However, such is the clamourfor Simons’ historic first main collection, they’ll have to jet-setswiftly and decisively. Such limited-quantity lines will be snapped up veryfast indeed.