Dior opened a pop-up boutique in Harrods on Wednesday for its Miss Dior label, an opening it referred to as “celebrating the powerful ties that have united Dior and Harrods for nearly 70 years”.
Open until late August, the “unprecedented” pop-up within the luxury Knightsbridge department store carries the AW24 ready-to-wear collection conceived by Maria Grazia Chiuri, and as well as clothing, includes shoes, leather goods, eyewear, textile accessories and jewellery.
And reflecting the importance of the opening, Miss Dior has a starring role in multiple window displays, with a focus on colour. The company said the windows are all about “captivating variations of the iconic Lady Dior, ranging from red to green; an irresistibly bright Diorama in chromatic nuances”.
Meanwhile, the boutique itself “reflects the impetuous energy of the sixties and perpetuates Maria Grazia Chiuri’s tribute to the Miss Dior line. The walls are notably adorned with sculptures featuring the season’s new bag in dazzling shades of pink, purple or lime”.
The Miss Dior logo, “which has become a code in itself, can be seen in allover versions or as a bold graffiti on a series of pieces. A veritable manifesto-signature, this motif is printed oversized on trench coats, jackets and skirts, and also sublimates the Dior Book Tote, Dior Tribales earrings, scarves, belts and Dway mules”.
And as a final surprise, to mark the 175th anniversary of the Harrods Brompton Road building, 175 exclusive Miss Dior and Dior Book Tote models – in limited, numbered editions – are available in the boutique.
As mentioned, Dior has a long history with Harrods and one of its most notable link-ups came less than two years ago. For Christmas 2022, the LVMH-owned brand outlined the London department store’s façade with lights, and filled the windows with sugar sculptures and merchandise.
It also staged a major store takeover with its CEO saying it was “one of the biggest things we ever did together” since the brand first took over a corner of the store in the 1950s.
Then last August, it opened a many as three pop-up boutiques in Harrods and clearly the pop-up format works for it in that location as the latest arrival shows.
