When Dior does Christmas, it means business.
, it means business. The French house has partnered with Harrods on the largest luxury brand takeover of the retail behemoth, featuring no less than 44 creative window displays and a light installation that illuminates the store front with stars, roses and other seminal brand references made magical in the festive glow. If that’s the outer, which took a team of 200 over a year to build offsite, then the treats awaiting customers inside certainly live up to the hype.
“The name says it all: The Fabulous World of Dior,” Pietro Beccari, chairman and CEO of Christian Dior Couture, tells Britishof the brand presence on every Harrods floor, from the two pop-up boutiques, featuring a gifting conveyor belt of One Dior products encompassing all categories, from fashion to beauty, to the café serving up biscuits even more exquisite than the gingerbread window designs brightening up Brompton Road.
The iconic Harrods front is decked out to look like a Dior-ified version of a gingerbread house for Christmas.From 10 November to 3 January, customers will be able to see Dior references reinterpreted by artist Pietro Ruffo for the Cruise 2023 collection, as well as historic Dior looks, in the Harrods windows.
The Dior gift offering encompasses all categories, from fashion and beauty to interiors, and has some collector’s delights.Commercial potential aside, the collaboration is rooted in a deep respect between maison and department store. Monsieur Christian Dior was a keen admirer of British elegance, writing in his memoir, “There is no other country whose way of life pleases me more… I love its practices, its sense of tradition, its politeness, its architecture and even its cooking”.
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