Dior Expands Dioriviera Seashore Assortment With Pop-ups in China, U.S. – WWD

RIVIERA READY: Out to fulfill high-end shoppers of their summer time haunts, Dior is taking its Dioriviera seashore assortment — from espadrilles to Toile de Jouy hammocks, in addition to Christian Dior surfboards and even Vespas — past the Mediterranean to locations like Santa Monica, Sanya and Osaka. 

“As inventive director of a model like Dior, I’m very fascinated by tackling the complexity of initiatives that now greater than ever must be constructed of a number of well-structured elements,” mentioned Maria Grazia Chiuri, describing the method behind such efforts.

“That’s the reason I’ve included themes within the collections which are near my coronary heart, that I wish to replace and develop on every season,” Chiuri mentioned. “Like Dioriviera.”

Dior started promoting a seashore assortment at a pop-up retailer in Mykonos in 2018, becoming a member of the ranks of luxurious manufacturers courting prospects in summer time vacation locations with in-season merchandise and handy short-term places.

The Dioriviera seashore assortment 
Courtesy of Dior/Pamela Hanson

This 12 months, the label’s Dioriviera assortment consists of items in Chiuri’s toile de jouy motifs, equipment galore and gadgets from Dior Maison. Merchandise embody stationery, cushions, placemats, parasols, tote baggage, espadrilles, DiorClub ponchos, Dway mules, sailor tops imprinted with the names of seaside locations and the customizable Vespa 946 Christian Dior. 

“It’s a summer time assortment, linked to a number of trip spots, and is now a much-appreciated capsule assortment,” Chiuri mentioned. 

“At present it has change into a constellation of easy and beautiful items that may be mixed in infinite methods,” she added. 

The merchandise will probably be bought in boutiques and resort shops together with Cannes, Saint Tropez, Monaco, Capri, Mykonos, Bodrum, Ibiza and Marbella in addition to on the Rosewood Miramar Seashore retailer in Montecito, Calif. The model has practically a dozen pop-up shops scheduled to open in Might, June and July, together with seven in Asia, in Hong Kong, Sanya, Shanghai, Chengdu and Osaka, in addition to Beverly Hills and Soho, and, in a primary, the Portonovi Marina in Montenegro.





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