Baby Dior to make its appearance in North America – WWD
The complete range of Baby Dior arrives for the first time in North America.
The French luxury house is bringing its entire children’s collection to the continent through a series of pop-ups throughout the summer and fall in key cities like New York, Miami and Los Angeles. There will be a small presentation in Bridgehampton on June 5th and 6th which will be by invitation only. But the public will be invited to view the collection when stores open June 8 at the Dior Miami Design District store and the brand’s 57th Street store in New York City through July 8. This will be followed by a pop-up at the Dior’s Colonnade store. in Toronto on June 18.
Then from Sept. 20-Oct. 25 in Los Angeles, there will be a pop-up in the Dior boutique in Beverly Hills. From October 8 to 11, the brand will organize an event there where it will offer children and their parents the opportunity to have fun and discover exclusive products that will be specially developed for the event.
The pop-ups will present the fall 2021-22 collection for babies and children and will present iconic pieces from the Christian Dior Atelier line and baby clothes essentials, including long skirts in gradient tulle, embroidered tops and dresses, accessories including the B27 sneakers and the new bucket bag, and strollers featuring the iconic Dior Toile de Jouy motif.
The company has chosen to open pop-ups to create a buzz and promote children’s collections. The lines will also be available on the brand’s U.S. e-commerce site and at other Dior stores across the country. The locations for the pop-ups were chosen because of the potential identified by the brand for the launch of Baby Dior in the United States, the company said, as it strives to establish true following for the collection. for children in this region.
Outside of North America, Baby Dior is present in other key cities around the world, including Paris, London, Dubai, Shanghai, Beijing, Hong Kong, Tokyo, Moscow and others. The first boutique dedicated to children’s collection opened at 28 avenue Montaigne in Paris in 1967. The store, still in the same location, attracted Dior’s loyal client, Princess Grace of Monaco when it opened. The princess was one of the first to offer the Baby Dior line as a collection to dress her growing children.