Inside Dior x ERL's Los Angeles pop-up store

By

Chenu Alexis

Published
Jan 14, 2023

Eight days after the launch of the first Dior X ERL pop-up store at Dover Street Market London, the association between the French luxury brand and that of the Californian designer, Eli Russell Linnetz, was inaugurated in Los Angeles on Friday, at 8175 Melrose Avenue.

On the corner of Melrose Avenue and North La Jolla Avenue, a large industrial building in the West Hollywood district, the pop-up boasts a facade partially covered in glitter; a nod to one of the main threads of the capsule collection chosen by Kim Jones and Eli Russell Linnetz, adorned with a logo marrying the names of both brands.
 
For its first day, the house of Dior welcomed customers at 11 a.m. with a glass of champagne, and invited them to immerse themselves in the sea-blue world of Dior; the color chosen for the initial show, associated here with a glittery carpet from which emerge in the four corners, the bodies of pink and blue cars - replicas of iconic models from the 50s.

On the racks, as well as on the blue mannequins, the key pieces of the collection are displayed, such as the pastel blue down jacket with its Cannage motif; the sweater with rabbit ears, the star animal of the Chinese zodiac this year; another hooded sweater with a relaxed fit, in grey cotton fleece with a wave motif in grey metallic threads; or the turtleneck sweater in mauve wool, cotton and alpaca jersey with large letters 'California Couture'.
 
On the back deck of the cars, the accessory collections, weekend bags and skater sneakers are presented, and in the windows the very clever saddle bag -- one of the creations in calf leather by designer Ian Waller, head of leather goods -- adorned with the embroidered Dior by ERL signature on the front, and chain belt and its pendant with the name Christian Dior.
 

Between the different racks, the Dior x ELR pop-up invites cameras and neon palm trees, and recreates a drive-in scene by bringing together some real sublime vintage cars: an Oldsmobile Ninety-Eight model, a Ford Thunderbird in sublime pastel blue, or the Chevrolet Bel-Air; stars of the 50s, all facing a giant screen.
 
Around the cars, the house of Dior will open its restaurant for a month. Five or six tables with a chrome and diner atmosphere, where customers can come and book their slot and have lunch here for free. No orgy on the program, but a series of small plates to share with the menu: california citrus salad, tomatoes caviar, lobster and white asparagus and mini doughnuts. 

The Dior X ERL pop-up will be in Los Angeles for a month and will close its doors on February 12.