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Dior opens two pop-up stores in Mexican beach resorts

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Nicola Mira
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today Dec 3, 2019
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Dior has ramped up its retail presence in Mexico. The luxury label owned by the LVMH group has opened two womenswear pop-up stores on the Riviera Maya, in the state of Quintana Roo, in the north-east of Mexico. The shops are located in the beach resorts of Cancún and Tulum, and the Tulum one also showcases an exclusive capsule collection.
 

The Dior pop-up store in Cancún - ©Jaime Navarro


The first pop-up shop, in Cancún, is hosted by Palacio de Hierro, a department store inside the La Isla shopping mall, with an amazing view of the famous beach resort’s lagoon. The store, whose décor has a strong ethnic vibe, showcases the label’s 2020 cruise collection of clothes and accessories by Creative Director Maria Grazia Chiuri.
 
The second pop-up store is attached to the Zak Ik boutique inside Tulum’s Azulik Hotel, famous for its plant-based, environmentally friendly interiors. Besides a selection of items from the 2020 cruise collection, the store presents the exclusive ‘J’Adior Tulum’ capsule collection, featuring among others headscarves, striped swimming costumes and the Dior Book Tote handbag.


Dior’s new store in Tulum - ©Jaime Navarro

 
In October, Dior opened its first two directly owned stores in Mexico, a promising market for the luxury goods sector. Both stores are located inside the Artz Pedregal de Mexico shopping centre. One is dedicated to Dior menswear, the other to the women's collections.
 
“Links between Dior and Mexico have existed ever since the label’s early days, and they have never stopped intensifying after each successive catwalk show and event,” noted the label in a press release. Last year, for the 2019 cruise collection, Chiuri looked for inspiration to the ‘escaramuzas’, the Mexican women riders who star in the Charreada, a typical rodeo-style event on horseback, wearing traditional local outfits. Mexico is indeed a country that fascinates Chiuri.

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