London, July 11, 2024 –
Estimated reading time: 3 minutes
A breeze of 60s nostalgia sweeps through Knightsbridge as Dior unveils its eagerly awaited summer pop-up at Harrods.
The renowned French fashion house, under the artistic direction of Maria Grazia Chiuri, presents its autumn 2024 collection, a vibrant tribute to the brand’s first ready-to-wear line, Miss Dior, and the spirit of sartorial freedom of the 1960s.
This collection, revealed in the sumptuous setting of the London department store, promises to captivate visitors with a variety of pieces ranging from shoes to textile accessories, including leather goods, sunglasses, and jewelry.
Each item exudes the essence of the original creations by Marc Bohan, the genius behind the first Miss Dior line in 1967.
Since the beginning of their collaboration in 1953, Dior and Harrods have forged an unbreakable bond, marked by memorable events and installations.
This year’s pop-up, running from July 31 to August 25, continues this tradition by offering an immersive experience that will delight fashion enthusiasts from around the world, particularly from the United States and the Middle East.
A Living Tribute to History and Creation
Inside Harrods, the windows and walls transform into a stunning visual spectacle.
The Miss Dior bag comes in pink, purple, and lime green, while wall sculptures showcase the latest models of the season, including the iconic Lady Dior bag in a rainbow of vibrant colors.
The repetitive motifs and graffiti of the Miss Dior logo adorn trench coats, jackets, and skirts, symbolizing the perfect blend of heritage and modernity.
Visitors will also be delighted to discover a range of accessories, from earrings to scarves, belts, and Dway mules, all proudly adorned with the emblematic logo.
The famous Dior Book Tote, another star of the collection, reinvents itself with bold graphics, reflecting Chiuri’s creative spirit.
Inspiration from the 60s: A Sartorial Revolution
Maria Grazia Chiuri, true to her innovative approach, drew inspiration from the student protests of 1968 to design manifesto trench coats and skirts adorned with large slogan-style letters.
These creations, combined with Bohan’s reinterpretation of traditional silk scarves, capture the essence of sartorial subversion and revolution of the 60s.
Chiuri explains, “Bohan understood that women of the time were at a point where they wanted to change their lifestyle. His dialogue took place with the daughters of Dior’s clients.” This intergenerational dialogue is reflected in each piece of the collection, celebrating liberation and personal expression.
An Unforgettable Immersive Experience
This pop-up marks a departure from last year’s theme, which focused on history and tradition. Last summer, Dior’s autumn 2023 collection transformed Harrods into a library elegantly decorated with the Plan de Paris print, with streets and monuments of the French capital traced on the floor and walls.
This year, the facade of Harrods will light up with new inspirations, offering visitors a captivating visual experience.
In short, Dior’s summer pop-up at Harrods does more than present a collection; it tells a story, one of a time when fashion was a form of liberation and expression.
An unmissable visit for all fashion lovers and enthusiasts of Dior’s history.
The event will take place from July 31 to August 25, 2024.
Photo Credits: Dior
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