RIVIERA READY: Out to satisfy high-end customers of their summer season haunts, Dior is taking its Dioriviera seashore assortment — from espadrilles to Toile de Jouy hammocks, in addition to Christian Dior surfboards and even Vespas — past the Mediterranean to locations like Santa Monica, Sanya and Osaka.
“As inventive director of a model like Dior, I’m very serious about tackling the complexity of tasks that now greater than ever should be constructed of a number of well-structured elements,” stated Maria Grazia Chiuri, describing the method behind such efforts.
“That’s the reason I’ve included themes within the collections which are near my coronary heart, that I prefer to replace and broaden on every season,” Chiuri stated. “Like Dioriviera.”
Dior started promoting a seashore assortment at a pop-up retailer in Mykonos in 2018, becoming a member of the ranks of luxurious manufacturers courting clients in summer season vacation locations with in-season merchandise and handy non permanent areas.
This yr, the label’s Dioriviera assortment consists of items in Chiuri’s toile de jouy motifs, equipment galore and gadgets from Dior Maison. Merchandise embody stationery, cushions, placemats, parasols, tote luggage, espadrilles, DiorClub ponchos, Dway mules, sailor tops imprinted with the names of seaside locations and the customizable Vespa 946 Christian Dior.
“It’s a summer season assortment, linked to a number of trip spots, and is now a much-appreciated capsule assortment,” Chiuri stated.
“Right now it has turn out to be a constellation of easy and beautiful items that may be mixed in infinite methods,” she added.
The merchandise will probably be offered in boutiques and resort shops together with Cannes, Saint Tropez, Monaco, Capri, Mykonos, Bodrum, Ibiza and Marbella in addition to on the Rosewood Miramar Seaside retailer in Montecito, Calif. The model has almost a dozen pop-up shops scheduled to open in Might, June and July, together with seven in Asia, in Hong Kong, Sanya, Shanghai, Chengdu and Osaka, in addition to Beverly Hills and Soho, and, in a primary, the Portonovi Marina in Montenegro.