Christian Dior will be injecting Southern California with a high dose French fashion owing to its Cruise 2018 show in Santa Monica this month.
Since taking on the reigns as Creative Director of the brand, Maria Grazia Chiuri has taken many steps towards making Dior more appealing to a younger consumer segment, the most noticeable act being the introduction of the ‘We should all be feminists’ T-shirts in her first ready-to-wear collection for the brand.
It is typical for European brands to present their Cruise and Resort collections outside of Paris or Milan, but taking the line to Santa Monica represents a significant departure for the French fashion house.
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The Dior Cruise Show is scheduled to take place on May 11 at the Upper Las Virgenes Canyon Open Space Preserve in the Santa Monica Mountains. The brand revealed that this is the first fashion show to be staged in the nature preserve, which is a favourite spot for local hikers and cyclists.
Dior, which staged its last cruise show at London’s Blenheim Palace, is not the first French fashion house to take its summer collection to Southern California. Previously, Louis Vuitton showcased its Cruise 2016 show in Palm Springs.
The 70-year-old French fashion label has underwent many changes since Raf Simons departed the brand as Creative Director. Recently, Christian Dior Couture was purchased by fashion conglomerate LVMH, for a reported Euros 6.5 billion.
The fashion brand has also opened its doors to millennial consumers with its Dior Poison Girl perfume, and made a marketing push to promote the arrival of Chiuri’s collections to Dior stores.