Dior Pop-up in London's Harrods

Dior debuts its AW21 collection with an exclusive pop-up in London’s Harrods

TO MARK the debut of Maria Grazia Chiuri’s fantastical AW21 collection, Dior has launched an exclusive pop-up boutique in the heart of London’s most iconic department store, Harrods

Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Luke Hayes
Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Alex Upton

Brimming with colour, the joyful space has been brought to life with unique scenography by the Italian artist Marco Lodola — a founding figure of the Neo-Futurism movement. Reimagining signature House silhouettes with iconic motifs from the bustling English capital, Lodola’s custom-made sets include illuminated double-decker buses, black cabs and electric guitars. 

“Above all, we wanted to pay respect to our host city and celebrate it by creating a strong cultural and social link,” Lodola explains.

Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Alex Upton
Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Luke Hayes

The Mizza leopard print — a key motif of Dior’s AW21 ready-to-wear, named after House muse Mizza Bricard — has been expanded to wondrous proportions, adorning the shop’s display windows and interiors. Printed on jackets, skirts and shirts in a signature beige tone, the exquisite pattern also appears in a hypnotic gray, paired with supple crocodile and cannage on velvet. 

Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Alex Upton
Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Luke Hayes
Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Alex Upton

Elsewhere, long coats and accessories punctuate vibrant displays, including the Lady D-Lite, the Dior Book Tote and the Dior Caro, crafted in leather embellished with macro-cannage, while the Lady Dior and 30 Montaigne in new micro sizes fill an ultra-luxe hidden alcove.

Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Luke Hayes
Dior x Harrods Pop-up
Dior’s pop-up in London’s Harrods. Photograph: Alex Upton

Running throughout August, Dior’s dazzling new pop-up is one that should not be missed, electrifying one of London’s most iconic landmarks with fairytale-like fantasy and a signature zing.

by Joshua Hendren

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