Kim Jones picks Japan for Dior Homme’s first pre-collection show

Dior is keen to replicate with menswear the success of its women’s cruise collection shows. The objective is to shine a spotlight on Dior Homme’s new creative director, Kim Jones, and to boost the label’s menswear business, while confirming the profound attachment of the LVMH group’s leading label to Japan, the country hosting this inaugural men’s pre-collection show.


A Dior Homme suit by Kim Jones for the Spring/Summer 2019 - © PixelFormula

The event will take place in Tokyo on November 30, at a venue which Dior has not yet revealed. “It will be the equivalent of our cruise collection shows, and a way to celebrate Dior and Japan,” a spokesperson for the label told FashionNetwork.com.

In parallel with the show, on November 28 Dior will open a pop-up store inside the Isetan department store branch in Tokyo’s Shinjuku district. The store will showcase for two weeks a men’s capsule collection derived from Kim Jones’s first collection for the label, for the Spring/Summer 2019, which showed on the Parisian catwalks on June 23.

The collection will also be available exclusively, ahead of its worldwide launch in early December, at the Dior store in the Ginza Six luxury shopping mall. When Christian Dior’s Tokyo flagship was opened in 2017, the label celebrated its love for Japan by showing the Spring/Summer 2017 haute couture collection designed by Maria Grazia Chiuri on the mall’s roof garden, while also giving an advance peek of some of the looks from the men's collection.
 

Translated by Nicola Mira

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