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Raf Simons' new Dior collection launches!

Feb 21, 2013

On February 20th, Dior's first ready-to-wear collection, designed by artistic director Raf Simons, launched in Japan. It launched at the Isetan Shinjuku store, one day earlier than the brand's flagship stores, and a large-scale event is running at the department store until the 25th.

The event was designed to allow the brand's worldview to be felt throughout the entire Isetan. All exterior display windows were taken over, showcasing the latest collection and cosmetics. Upon entering the store, visitors were greeted by The Stage on the first floor, where a special makeup service featuring items used in the show was offered. A little further along was a visual presentation of bags, showcasing the brand's new bag collection, including the iconic "LADY DIOR" bag and Raf's new "DIOR BAR" design.

Furthermore, taking the nearby escalator to the fourth floor, visitors could find a limited-time store at the bottom that recreated the "White Box" show venue from the Spring/Summer 2013 collection. The interior and curtains were reminiscent of the show venue. Continuing from here, over 30m of wall is decorated with Dior visuals, guiding visitors into the boutique as if they were models walking down the runway.

In conjunction with the event, Hervé Perrault, Chairman and CEO of Christian Dior Co., Ltd. and Parfums Christian Dior Japon Co., Ltd., made an appearance at Isetan.
Limited-edition items are available for the period, and dresses were already reserved before the opening on the first day.
編集部
  • Pop-up store on the 4th floor of Center Park. A white box show space is recreated. It features signage showing the collection and a square display space.
  • A banner was installed on the wall of Isetan at Shinjuku 3-chome intersection.
  • Fully hijack the window
  • The exterior design of The Stage on the first floor reproduces the white box design of the fourth floor.
  • Makeup services are available at The Stage. All staff members wear show makeup when serving customers.
  • The deal corner in the cosmetics department on the first floor has also been renovated.
  • Display in the handbag section on the first floor
  • Lady Dior in spring-like pastel colors
  • Lady Dior's red gradient lined up
  • The wall stretches over 30 meters from the pop-up store to the boutique. The curtains are the same color as the show venue.
  • From Raf Simons' Spring/Summer 2013 collection. The evening dress on the right has pockets that allow you to put your hands in, further accentuating the balloon silhouette of the skirt.
  • The renovated boutique facade
  • Inside the boutique. Spring/Summer 2013 wear on display.
  • Miscellaneous goods space in the back
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