Dior hosted a fashion show in South Korea for the very first time, presenting its latest collection to a star-studded audience in Seoul.
almost 25 boutiques across South Korea, including seven in Seoul's exclusive Gangnam district. Its flagship store, designed by Pritzker Prize-winning architect Christian de Portzamparc, opened in the capital in 2015.
On Sunday, shortly after the show, the label opened a sizable new concept store in the capital's trendy Seongsu-dong neighborhood. Inspired by the brand's Paris headquarters, the sprawling open-air boutique features a garden and lounge, with furniture by various Korean designers.Dior is not the first European fashion house to stage events in South Korea as other Asian destinations -- China, most notably -- prove difficult to operate in amid Covid-19 restrictions.
Jisoo's Blackpink bandmates 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 meanwhile working with"Squid Game" star Ho-yeon Jung.
While many Asian markets are still recovering from the impact of the pandemic, luxury spending in South Korea hasto 2019 levels, according to consulting firm Bain & Company. The firm's 2021 Luxury Goods Worldwide Market Study noted that Korean shoppers choosing to buy at home rather than overseas has"more than compensated for the lack of tourism" in the country.luxury goods market in the world, according to market research firm Euromonitor.
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