Dior turns spotlight on first collection by Maria Grazia Chiuri

By

Dominique Muret

Translated by
Nicola Mira

Published
Mar 1, 2017

Christian Dior is putting on the afterburners to promote the worldwide launch of the first ready-to-wear collection by new Creative Director Maria Grazia Chiuri, a few days ahead of the forthcoming Dior AW show, scheduled on Friday 3rd March in Paris. The collection, for Spring/Summer 2017, was presented in Paris last September.

The Parisian fashion label is in fact showcasing the new collection, just now available on the market, in some fifteen pop-up stores scattered around the world, including Japan, Dubai, Seoul, Singapore, Beijing and Shanghai. The first opened on 25th February on North Rodeo Drive in Los Angeles, and was followed on 27th February by another at 44 avenue Montaigne, Paris, round the corner from Dior's historic home.
 
The store's interiors are pared-down and stylish, in the fashion label's signature white and grey hues, using raw materials such as wood, concrete and brass to let the products take centre stage. Dior has collaborated with several artists to add a special touch to the stores. British artist Tracey Emin for example has created an illuminated artwork featuring the words 'Should Love Last' in yellow neon lighting for the Paris one.

Another artist involved is French photographer Maripol, a stylist for Madonna and friend of French painter Basquiat. Maria Grazia Chiuri is a fan of Maripol, and already collaborated with her when she worked for Valentino. Maripol will take part in events at some of the concept stores featured in the launch, with her Polaroid pictures and videos.

For the collection's launch, Dior will work with select directional retailers including Saks in New York, Colette in Paris, The Webster in Miami, Maxfield in Los Angeles, Antonia in Milan, The Corner in Berlin, Isetan in Tokyo, Hankyu in Osaka, Shinsegae in Seoul, with prestigious shopping malls in Shanghai, Beijing and Singapore, and with Level Shoes in Dubai.

These retailers will dedicate events, installations and exclusive window displays to the collection. Among the stand-out items on show there will be the fencing-inspired jackets and the embroidered tulle dresses, a new take on the famous Bars suit and the tee-shirts with the 'We should all be feminists' slogan, the highlights of the Italian designer's show last September.

The slogan on the tee-shirt is very topical, in the aftermath of the Women's March last January in Washington, following the start of Donald Trump's presidency. In the USA, the waiting list to buy the tee-shirt is already very long, and other items from the collection have also been a runaway success with buyers, according to the fashion label's management.