Industry giant Dior has opened pop-up stores to unveil the latest Spring/Summer 2013 collection by its creative director, Raf Simons. The first pop-up shop opened at Jeffrey in lower Manhattan in tandem with the New York Fashion Week and others will follow soon.
Talking about the designer's new collection, Jeffrey Kalinsky, founder of the store told Pambianconews.com, "Raf at Dior is greater than any expectation I could have had. It's so individual and very true to Dior, yet different and very modern."
The pop-up shops that are expected to last for about three weeks will feature window displays, and installations as well as photo exhibitions to introduce shoppers to the brand new collection.
"This is a new New Look," Pambianconews.com quoted Dior's chief executive Sidney Toledano. "We have seen great interest in the collection, both from existing Dior clients ready for a fresh interpretation of the house, and for an entirely new generation who is discovering Dior for the first time."
Toledano also explained how the brand's patrons were impressed with Dior's creations and were looking forward to the brand's new apparels and accessories.
Apart from the pop-up stores, the iconic brand will also collaborate with popular fashion stores in Hong Kong, Milan, Los Angeles, Tokyo, Seoul, and Beijing to sell Simons' new collection. Dior has also roped in fashion bloggers from various places who will be responsible for keeping patrons updated about the collection.
"We wanted our customers to be introduced to the new generation of Dior in an exciting and unique way," Lane Crawford told WWD, according to Refinery 29.
The brand has taken the initiative amidst speculations that Simons' designs have been prone to rips during the red carpet events. Actress Jennifer Lawrence as well as French beauty Marion Cotillard were victims of dress malfunctions.
But Dior has continuously denied these claims. They explained that Cotillard's dress was made "with different levels of tulle and satin" and was supposed to be that way and hadn't ripped.