Dior Men and Kim Jones have announced that they will be relocating the brand’s pre-fall 2020 menswear show to Miami on December 3, two days before the start of Art Basel Miami. This would be their second location outside of France after Tokyo.
In an interview with WWD, Dior stated that Jones is trying to “further consolidate this union between cultural avant-garde, a love of art and a passion for travel” with his upcoming December show. Jones is well known for his love of art, and moving his show to Miami just in time for Art Basel Miami made sense: It was part of his continued attempt to deepen the French luxury house’s connection—as well as his own—to the global art community.
Going to the U.S. also meant paying tribute to Christian Dior’s tour of the U.S. in 1947 to promote his New Look debut collection. The multicity tour included a stop in Dallas where he received the prestigious Neiman Marcus Award, the Oscar of fashion.
But what’s most interesting about taking the show to the U.S. isn’t just revisiting Dior’s long-standing history there. With the U.S. market contributing up to 23 percent of sales for Dior’s parent company LVMH, the move is a definite attempt to further ramp up those numbers.
The U.S. is becoming more and more important for many fashion houses with Miami currently being prospected as one of the next big fashion hubs after New York and Los Angeles. For Dior, the establishment of Christian Dior New York was followed by the opening of two more boutiques in Miami’s Design District, first in 2012 and then in 2016.
Ever since Jones’s appointment as Dior Men’s Creative Director back in March 2018, he had brought the brand on the road and out of Paris. His first ever show outside of France was Dior Men’s pre-fall 2018 runway show in Tokyo’s Telecom Centre. The show featured a massive, erotic female robot statue created in collaboration with famous Japanese illustrator Hajime Sorayama, as well as high profile attendees with the likes of David Beckham, Bella Hadid, Hiroomi Tosaka, Kiko Mizuhara, A$AP Rocky and Kate Moss to name a few.
Dior under Jones is also famous with for collaborations with world-renowned artist such as Kaws (spring/summer 2019), Hajime Sorayama (pre-fall 2020) and Raymond Pettibon (fall/winter 2019). With that in mind, it is highly expected that Jones and Dior will collaborate with another prominent artist, although no specific names have been announced so far.
The motive behind Jones’s collaboration in his shows and collections is simple. “When I do these collections, I always think about what’s going to go in the exhibitions about Dior or Vuitton, whenever, in 50 years’ time, so it’s kind of important to have things that can create a legacy for the brand further along the line,” he said.
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