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Dior launches at Dover Street Market

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Dior today took up a season-long residency at Dover Street Market, in London. The new 14 square metre Dior space, situated on the first floor – will feature a curated selection of 30 ready-to-wear pieces along with shoes and accessories from Raf Simons’ cruise collection for the brand, and follows Louis Vuitton, Givenchy, Alexander McQueen and Chanel into the concept store first founded in 2004 by Comme des Garcons’ Rei Kawakubo.

Part of the store’s bi-annual renewal, it signals a growing shift in trading patterns by the major luxury houses to seek more innovative shopping venues outwith their flagship stores. It also offers them the chance to engage with the urban, contemporary retail landscape. “I guess we give them a kind of freedom of expression they may not necessarily have in their corporate structure”, says Adrian Joffe, CEO of Dover Street Market. “It’s the different context and the accidental synergy arising that both DSM and Dior can benefit from”.

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