Dior, the French luxury brand is opening a number of pop-up boutiques to celebrate the Dior Tears capsule collection in advance of the launching of the highly anticipated collaboration between Dior and Denim Tears.
The collaboration, between Tremaine Emory, a guest designer for the house of Dior, and Kim Jones, the company’s menswear designer, combines the classics with the elegant and informal for a modern take on this generation’s menswear styles. A number of Dior’s most recognisable items, like the Saddle Bag, the Dior Lingot, and even the B33 trainers, are made of this denim-inspired material in this capsule collection.
These upscale pop-up shops will each have distinctive exhibits that best showcase the capsule collection. The apparel collection continues to draw inspiration from Denim Tears’ iconic bucket hats and varsity writing. It also incorporates the Dior house codes, such as the oblique, throughout the collection, as well as the Denim Tears wreath design. While the colours of the capsule keep loyal to the streetwear companies’ vivid colour scheme, the Denim Tears peace sign is affixed to every piece in the collection.
The inside of the boutiques will be filled with enormous inflatables and colossal installations. Along with flower themes that emphasise this Dior Tears line, the stores will also have video projections that mimic the co-branded logo. Visitors to the location will be able to download a digital production created by the studio of artist Azuma Makoto that intersects art, fashion, historical periods, and cultural boundaries.
The Dior Tears pop-up shops will be open from 8th-13th July in London, from 11th-30th July in Tokyo, from 13th-22nd July in Seoul, and from 15th-25th July in Shanghai.
