Dior Launches Worldwide Pop-Ups For Rollout Of Denim Tears Collaboration

FRENCH FASHION HOUSE CHRISTIAN DIOR SE, COMMONLY KNOWN AS DIOR AND SPORTSWEAR LABEL DENIM TEAR IS DROPPING A SERIES OF POP-UPS AROUND THE WORLD FEATURING GIANT INFLATABLE INSTALLATIONS.

PARIS, FRANCE — Last winter, D.M. Fashion Book reported that Kim Jones, the artistic director of Dior Menswear tapped Tremaine Emory to guest design a capsule collection (see it here).

The first space will open in London on Saturday, July 8, 2023, with a cocktail event in the presence of Kim Jones at Dior. However, Denim Tears creative director Tremaine Emory will not be attending, as he is still recovering from the lower aortic aneurysm that caused him to miss the line’s launch event in Cairo last December.

The London pop-up will remain open until July 13. It will be followed by temporary stores in Tokyo from July 11 to 30, Seoul from July 13 to 22, and Shanghai from July 15 to 25, the brand said in a statement.

The LVMH Moët Hennessy Louis Vuitton – owned brand promised “an immersive, multisensory experience,” as each boutique will feature huge inflatables occupying the interior spaces.

“Visible from the surrounding streets, their organic shapes reveal an inhabited, alternative universe, where sounds, shadows and lights are perceived differently — as if filtered — conveying an entrancing, poetic atmosphere,” it said.

Customers will be able to enter the bubbles in Seoul and Shanghai, but not in London or Tokyo, said a spokeswoman for the house. The spaces will be animated with musical sessions and video projections designed by the studio of Japanese floral artist Azuma Makoto. Inspired by the Dior Tears logo designed for the collaboration, the videos can be downloaded with a QR code.

Denim Tears is known for telling stories about the African diaspora and promoting racial justice and cultural activism through its designs, such as its signature cotton wreath motif.

The brand collaborated with Levi’s, Ugg, Converse and Champion in the past.

The Dior Tears collection was inspired by Black artists and creatives like writer James Baldwin and jazz trumpeter Miles Davis, who were celebrated in Europe in the ’50s even as segregation raged back home in the U.S.

“It wasn’t perfect but it was just a moment, a beautiful moment for Blacks to have the privilege and opportunity to escape from the terror, the horrors of America, a segregated Jim Crow America,” said Emory, who is also creative director of cult New York skatewear brand Supreme.

The Dior x Denim Tears Capsule Collection shows at the Grand Egyptian Museum in Cairo.

Photos Credit: Courtesy of Dior and STEPHANE FEUGERE/WWD

Source: WWD