Dior brings Chez Moi pop-up to SoHo

By

Gabriella Lacombe

Published
Jan 14, 2021

Parisian luxury house Dior has announced the opening of a new pop-up boutique dedicated to the brand's 'Chez Moi' collection, in Manhattan’s SoHo neighborhood. 

Located at 109 Greene Street, the pop-up carries a range of pieces from Chez Moi, Dior's first -ever capsule collection dedicated entirely to loungewear. The pop-up will remain open through March 19.

Designed by Dior's artistic director, Maria Grazia Chiuri, the collection "blends refinement and ease in timeless pieces to be worn both at home and outdoors," the brand said in a press release. 

A special feature of the collection's pieces include zodiac motifs designed by Roman artist Pietro Ruffo–a friend of Chiuri's–as a nod to brand founder Christian Dior’s penchant for superstition during his life. 

The temporary store marks the first in a series of exclusive pop-ups and pop-ins to open worldwide, the LVMH-owned brand said. 

Late last year, Dior held set up a different pop-up in SoHo, this time dedicated to men's artistic director Kim Jones' premiere men's ski capsule. 

In October of 2020, Dior parent company LVMH reported a significant increase in its sales in the third quarter, ended September 30. The company's organic revenue was down 7% for the quarter, marking a significant bounce back from the massive hit the company's sales took in Q2, as a result of the Covid-19 pandemic.