Grand tour

Inside Dior’s impressive new London store
By Ella Joyce | Fashion | 30 June 2023

Dior has a new home on Sloane Street, double the size of the brand’s previous digs just a few doors down, the store marks the first time womenswear and menswear exist in the same location.

Outside, the store’s façade reimagines the house’s synonymous cannage motif (inspired by the woven chairs guests sat on at Dior’s early salon couture shows), creating a unique display of light and transparency, while the interior evokes that of Dior’s 30 Montaigne Paris location, decorated with Dior signatures. Pairing Maria Grazia Chiuri’s womenswear with Kim Jones’ menswear, the store embraces a warm and welcoming environment that unites the world of Dior across three floors.

Punctuated by works from contemporary British artists such as Victoria Morton, Peter Seal and Selma Parlour, vibrant watercolour and abstract pieces add bursts of colour to the space while curated modernist furniture – including pieces by Christophe Delcourt, Patricia Urquiola and VonneGut/Kraft – reflects Dior’s meticulous savoir-faire.

Dior’s new boutique is located at 196 – 198 Sloane Street, SW1X 9NR. 


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