Dior is not ready to bid adieu to London as of yet, as the luxury house is all set to do a double dip in the English capital.
This extension of Dior’s stay in London comes in a two-form development with the postponing of closing date of the V&A exhibit, ‘Christian Dior: Designer of Dreams’ from 14 July to 1 September, and a collaboration with Harrods for an encore.
For the major Harrods collaboration, the brand is preparing to stage an encore at the department store through a pop-up that will run through the month of August starting 3 August.
Celebrating Maria Grazia Chiuri’s fall 2019 ready-to-wear collection, the Brompton Road store decor will reprise the colours and inspirations of the show, with variations of black with green, red or white checks. Iconic London telephone boxes and the English cab decorated in similar motifs will add to the décor that will pay homage to the British culture and the relationship the fashion house enjoys with England.
The pop-up will also carry Maria Grazia Chiuri’s fall 2019 ready-to-wear collection, including select assortment of ready-to-wear, footwear and bags, including the Dior Book Tote. The tote, which is already available in leather, checks or the Dior Oblique jacquard, will also feature a Harrods-exclusive Union Jack motif.
Reimagined iconic Dior products, such as woven bracelets, D-Connect sneakers and the bob hat created by Stephen Jones will line the shelves in shades of green, while the TravelDior line will be redone in Dior Oblique canvas, along with an ABCDior customisation service at the pop-up for consumer interaction.
The event’s promotion will also witness taxis and a double-decker bus moving around the London streets, wrapped in two-tone checks with the name Christian Dior.