Never one to disappoint, Parisian luxury label Dior has brought itself to Harrods for a short amount of time, in the form of an exhibition titled 'So Dior'. I exaggerate not when I say it is one of the most beautiful fashion exhibitions I have ever seen... 'Why don't I live here?' were the only 5 words I kept repeating throughout.
Including a café, exhibition, window displays and a pop up shop, the entire project took over 18 months to create, and was apparently inspired by the brand's long term relationship with the London store.
"This isn't a marketing tool, It's a transmission of couture. Customers look for more today, they want to hear about the brand history - they need to understand more. Harrods and Dior share the same goals, the same concept of luxury and the same level of service. We need to explain why and how we do what we do. I want people to understand the passion, the innovation and our commitment to excellence. When I come into this room, it works so well. Mr Dior is doing something - he is here." - Sidney Toledano via vogue.co.uk
Dresses worn by Princess Diana, Elizabeth Taylor, Marion Cottilard, and others are on display, and visitors can also stop to watch various fashion films with archived footage, that discuss the history of the brand. The gorgeous dress worn by Charlize Theron in the J'adore Dior advert is also on display- surrounded by dozens of perfume bottles.
|Miniature Dior creations in a theatre.|
|Dior in London!|
|SJP projection over a Dior dress.|