Nothing better illustrates the fashion world’s rapturous reception for the new-look Dior under Raf Simons than the names of the shops featuring special pieces from the spring ready-to-wear collection. Of course, the brand’s own boutiques will also carry 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 celebrate Simons’s first offering for the house. From Colette in Paris and 10 Corso Como in Milan, via Jeffrey in New York and Maxfield in Los Angeles, to IT in Beijng, Joyce in Hong Kong and My Boon in Seoul, each of these curated stores has its own particular take on the collection.
The set for each shop is designed to reflect that of the collection’s Paris show last October –white, modernist, linear rooms with drifts of pale yet bright tulle – but the key choices from the collection have been carefully selected to suit each market. The emphasis in New York is on the slick, urban, skinny-trousered new tuxedo suit, while in Milan the ultra-curvaceous, feminine tailoring takes centre stage. Each store gets a special launch party, and the catwalk pieces chosen for display are exclusive to each location.
The pop-ups are staggered over the next month: those at Jeffrey and 10 Corso Como are already in full 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 vary between stores, only world travellers will benefit from the full dazzle of the collection. However, such is the clamour for Simons’ historic first main collection, they’ll have to jet-set swiftly and decisively. Such limited-quantity lines will be snapped up very fast indeed.