Dior hosted a fashion show in South Korea for the first time on Saturday, presenting its latest collection to a star audience in Seoul.
The French fashion giant transformed the prestigious Ewha Womans University into a runway, dropping skateboarders down a sloping central ramp before models appeared in waves of yellow plaid, sheer tulle and pleated outerwear. The brand is also a partner with the university as part of the Women @ Dior mentoring and educational program.
The models pose in Dior’s latest collection. credit: Choi Na Rang / Dior
Among the celebrities was the singer Blackpinka Jisoo, who has been Dior’s global ambassador since last year. K-pop stars were joined at the event by a variety of other stars, including figure skater Kim Yun and Korean-American rapper Jay Park.
The show signals the growing importance of South Korea for the French fashion house, which has described the event since the weekend as “unprecedented”. In a statement before the show, Christian Dior Couture chairman and CEO Pietro Beccari said the label was “forging new powerful ties” with the country.
Jisoo from Blackpink was one of the few celebrities present. credit: Myunggu Han / Dior / Getty Images
On Sunday, shortly after the fashion show, the label opened a large new concept store in the modern district of Seongsu-dong of the capital. Inspired by the brand’s headquarters in Paris, the spacious outdoor boutique has a garden and living room, with furniture by various Korean designers.
Luxury power plant
Dior is not the first European fashion house to organize events in South Korea, as other Asian destinations – China, above all – are proving difficult to work amid the Covid-19 restrictions. Louis Vuitton, for example, presented his men’s Fall-Winter 2021 collection in an art space outside of Seoul. One of the last shows overseen by the late creative director of the publishing house Virgil Abloh, was the K-pop mega band BTS, which signed a contract as an ambassador for Louis Vuitton earlier this year.
A look from Dior’s collection for autumn 2022. credit: Dior
The show gave a punk twist on the topic of uniforms. credit: Dior
Several other publishers have asked to name South Korean stars as brand ambassadors, and Gucci, Loewe, Givenchy, Chanel, Prada and Alexander McQueen among those who have reported K-pop singers, movie stars or both in recent years.
Jisoo’s colleagues from the Blackpink band have teamed up with major luxury brands, with Rosé, the face of Saint Laurent and Tiffany & Co., Lisa represents Celine and Bulgari and Jennie working with Chanel and Calvin Klein. Louis Vuitton’s women’s clothing department, meanwhile, is working with “Squid Game” star Ho-yeon Jung.