Down some stairs at the back of Phonica Records in London’s Soho, Kim Jones has taken over the basement space as a special Dior pop-up hosting the house’s collaboration with guest designer Denim Tears. This London location is just one of four pop-ups worldwide, alongside Tokyo, Seoul and Shanghai.
Debuted at Cairo’s brand-new Egyptian Museum the day before Dior’s FW23 menswear show took place in the Sahara Desert backdropped by the Giza Pyramids, the collaborative collection combines both designers’ artistry. Inspired by the use of denims as well as “a dialogue between New York and Paris, via New Orleans,” the DIor Tears collection reimagines Dior classics such as the Saddle Bag, the Dior Lingot ad B33 sneakers denim iterations. Finding balance between Americana cool and Dior’s time-honoured savoir-faire, the collection also boasts collegiate jackets, varsity style denim shirts, sleeveless knits, denim bucket hats and sweatshirts.
As for the pop-up itself, the space becomes a dreamlike living space crossing between fashion, art and fantasy, decorated with huge inflatable bubbles adorned with the Dior Tears logo and midcentury furniture set-ups. Video projections and musical sessions add to the multi-sensory approach, while visitors will also be able to tap into a digital production by artist Azuma Makoto’s Studio using a QR code.
The Dior Tears pop-up stores will be open in London until 13th July, while Tokyo will be open from 11th – 30th, Seoul from 13th to 22nd, and Shanghai from 15th – 25th.
Above video: Dior Tears B33 Sneakers worn by musician CKTRL