Dior held a fashion show in South Korea for the first time ever on Saturday, showcasing its latest collection to a star-studded audience in Seoul.
The French fashion giant turned the prestigious Ewha Womans University into a runway, sending skateboarders down a sloping central ramp before models appeared in waves of yellow plaid, sheer tulle and pleated outerwear. The brand also partners with the university as part of its [email protected] mentoring and education program.
Models posing in Dior’s latest collection. Credit: Choi Na Rang/Dior
Among the celebrities in attendance was Blackpink singer Jisoo, Dior’s global ambassador since last year. The K-pop star was joined at the event by various other stars, including figure skater Kim Yuna and Korean American rapper Jay Park.
The parade demonstrates South Korea’s growing importance to the French fashion house, which called the weekend’s event “unprecedented”. In a statement ahead of the show, Christian Dior Couture Chairman and CEO Pietro Beccari said the brand is “weaving powerful new ties” with the country.
Blackpink’s Jisoo was one of many celebrities in attendance. Credit: Myunggu Han/Dior/Getty Images
On Sunday, shortly after the show, the brand opened a new, large-scale concept store in the capital’s trendy Seongsu-dong district. Inspired by the brand’s Paris headquarters, the expansive open-air boutique features a garden and lounge area, with furniture from various Korean designers.
Dior is not the first European fashion house to hold events in South Korea as other Asian destinations – China, notably – are proving difficult to operate amid Covid-19 restrictions. Louis Vuitton, for example, showcased its Fall/Winter 2021 menswear collection at an art space outside Seoul. One of the last shows overseen by the brand’s late creative director, Virgil Abloh, featured K-pop mega-group BTS, who signed as an ambassador for Louis Vuitton earlier in the year.
A look from Dior’s Fall 2022 collection. Credit: Dior
The show put a punk twist on the theme of uniforms. Credit: Dior
Several other labels have sought to appoint South Korean stars as brand ambassadors, with Gucci, Loewe, Givenchy, Chanel, Prada and Alexander McQueen among those who have recruited K-pop singers, movie stars or both. these last years.
Members of Jisoo’s Blackpink group have all partnered with major luxury brands, with Rosé the face of Saint Laurent and Tiffany & Co., Lisa representing Celine and Bulgari, and Jennie working with Chanel and Calvin Klein. Louis Vuitton’s womenswear division is working with “Squid Game” star Ho-yeon Jung.