Dior Plans Global Pop-up Launch for Dior Vibe Sportswear Collection – WWD

WORLD OF RUNNER: Dior marked the launch of the Dior Vibe sportswear line with the opening of a series of pop-up stores around the world in January.

The phased rollout will begin on January 5 with temporary store openings in Beverly Hills, followed by pop-ups in Shanghai, Sanya, Beijing, Chengdu, Taipei, Hong Kong, Seoul, Bangkok, London, New York City and Tokyo.

Additionally, six pop-ins are planned in Paris, Milan, Tokyo, New York City and Seoul, the brand said on Thursday. The opening date runs from January 6 to February 16, depending on the location.

The exhibition will feature the French luxury home collaboration with Italian company Technogym, a specialist in high-end sports equipment and digital technology, on Dior and Technogym Limited Edition works. This includes a connected treadmill, a multi-function exercise bench, and a gym ball.

Maria Grazia Chiuri, artistic director of women’s collections at Dior, made a big statement about sportswear with her 2022 cruise collection showing in Athens, Greece. It combines a goddess dress with sports staples and futuristic sneakers, reflecting consumers’ growing appetite for active wear after a year of consecutive lockdowns.

The lineup includes a full range of sports gear such as leggings, boxing shorts and sports bras in patterns designed by artist Pietro Ruffo, including an Aegean blue motif inspired by the athlete’s body painted on an antique Greek vase. Dior toile, Dior Athlet, and Dior Oblique prints appear on ready-to-wear, accessories, shoes and handbags, including the flagship Dior Vibe bag, the house said.

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