The Future Of Dior Includes Extravagant Pop-Ups (& Bloggers)

With Fashion Week buzz in our heads, it's easy to anticipate the new, yet-to-be-seen Dior fall collection — Raf Simons' second since following in John Galliano's footsteps — but maybe it's really the spring '13 designs that should be getting our attention this month. As Simons' debut Dior spring line is set to retail, the storied fashion house has taken the shopping experience into a whole new phase.
Says Lane Crawford and Joyce president Andrew Keith to WWD: "We wanted our customers to be introduced to the new generation of Dior in an exciting and unique way." And while for some this may mean a whole e-commerce relaunch with all the digital bells and whistles, Dior has chosen to go the hands-on route with pop-up shops blooming within luxury retail stores worldwide. Beginning with its first appearance at Jeffrey in NYC earlier this month, then heading to Paris for the fall '13 shows, the Dior shopping experience will include extravagant installations, window displays, and more to create a unique and luxurious shopping experience for new and old Dior fans alike.
In addition to the spectacle of the pop-up shops, each fashion capital city — including Hong Kong, Milan, Los Angeles, Tokyo, Seoul, and Beijing — will work with a local blogger to build excitement around the new collection arrivals, WWD reports. New York has landed The Man Repeller herself, Leandra Medine, while other international cyber stars enrolled include Chiara Ferragni, Tina Leung, and Yujingoon. With one foot in the digital fashion space and one in Harrods, Colette, or Corso Como, the retail-meets-e-tail platform could be a complete success, and, possibly, a foreshadowing of the future of luxury shopping. (WWD)
Photo: Via WWD

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