Hubert Burda Media

J’adore Dior

The French label gets ready to launch a series of curated pop-up stores

The House of Dior is trying something different this year.

It marks the debut of its Raf Simons prêt-à-porter collection, presented in an inventive, modern and creative way: the pop-up store. And the fashion house wants you to know that ready-to-wear can still be luxe. So think exclusive, from customised launch parties to dedicated selections for each store, and even specially curated music playlists by Michel Gaubert — fashion-music powerhouse DJ for Chanel, Balenciaga and now, Dior.

These fancy pop–ups will be housed in seven of the most prestigious boutiques worldwide: IT in Beijing, Joyce in Hong Kong, My Boon in Seoul, Colette in Paris, Corso Como in Milan, Jeffrey in New York and Maxfield in Los Angeles. Fanfare aside, the clothes aim to inspire with designer Raf Simons trademark light, minimalist and feminine touch applied to the Spring Summer prêt–à–porter.

As for the collection, the spotlight undoubtedly shines on the structured silhouette ‘Bar’ jacket, which evokes ease of movement, lightness and a hint of feminine playfulness. And Simons takes it a bold step further by transforming the jacket into a mini dress. This new jacket–dress, excellently tailored to accentuate the curves of the feminine body, is an ode to what it means to be today’s modern woman – both powerful and gentle at the same time.

And so the jury is out: together with the liberated silhouettes of the other dresses such as the mini, crushed ball gowns worn casually with shorts, Dior looks set to impress with a prêt–à–porter that cleverly demonstrates a fun play on contrasts and contours which we love.

Jeffrey New York was first in line to showcase the collection during February’s New York Fashion Week. The New York pop–up also featured American author and fashion blogger Leandra Medine – best known for her site Man Repeller – for fans to follow her live updates and the entire visual spectacle online.

For those who were not in the Big Apple, fret not. The coveted collection will be making its way to the remaining six fashion capitals and will be on display from February 22 to March 25 for your viewing and of course, purchasing pleasure.