The French luxury fashion giant Dior is working vigorously towards strengthening its presence in the US. This was evident when it recently unveiled an eclectic pop-up in Manhattan’s Meatpacking District. Not just limited to brick and mortar, Dior also launched its e-commerce website for the country.
The store, which was launched recently, features a plethora of the fashion house’s offerings for women, men and children. On the other hand, the website will kick-start its operations with a capsule collection by Kim Jones, the brand’s Creative Director for the menswear.
“New York is very important for us. In the U.S., Dior is strong, but I think that we need further awareness,” said Pietro Beccari, CEO of Dior. “I believe that this idea of the Meatpacking [District pop-up] is coming at the right time.”
The unit is located at 400 West 14th Street in a space that was earlier taken by Gaslight lounge and pizzeria and will remain open for the next four months. The pop-up is one of its kind as a single pop-up contains many smaller ones.
The store’s front showcases Maria Grazia Chiuri’s Cruise 2019 collection that inspires Dior’s the toile de Jouy theme. In January 2019, the store’s central space will showcase Jones’ debut men’s collection.
The merchandise will be retailed at versatile price ranges as a notebook will cost $ 55 while women’s Grand Bal watch will be sold at $15,300. The collection room of the pop-up is dripped in a blue toile pattern in exaggerated sizes with a display of toile de Jouy story. It also displays handbags, hats, blankets and ready-to-wear which encompass pieces such as a $ 2,400 toile-embroidered sweater and sleeveless blue dress in toile at $ 5,300. The iconic Lady Dior bag is also offered at the store in several tones such as green, pink, white etc.
Another highlight of the pop-up is the vintage Oblique logo pattern room that will offer the value addition service of getting names embroidered by the customers for a period of two weeks.
