Dior will show for the first time in South Korea

Dior has chosen Seoul for its next fashion show. On 30 April, the Maison will parade inside the campus of Ewha Womans University, amidst stone-clad buildings that are over a century old, more western buildings designed by Dominique Perrault that resemble those of an American college, lawns and beautiful trees in bloom. The private women's institute founded in 1886, one of the most prestigious in the world, will serve as an unusual location for the pre-fall 2022 collection, which was already presented privately a few weeks ago in Paris, unveiling a series of posh-punk clothes inspired by Catherine Dior, younger sister of the brand's founder Christian.  

"This year, the House is forging new powerful ties with the Republic of Korea. From our partnership with Ewha Womans University – as part of our Women@Dior program highlighting transmission, education and sisterhood – to the Dior Fall 2022 show in Seoul, we are more committed than ever to celebrating creative dialogues and cultural plurality."

Pietro Beccari, president and CEO of Christian Dior Couture, said, highlighting the ongoing partnership with Ewha for a mentoring and education program for students launched in 2017, but more importantly, the brand's keen interest in the South Korean luxury market, which, according to Euromonitor, grew 4.6% from 2020 to 2021, reaching $14.2 billion in December. Dior has a total of 17 shops in the country, including the House of Dior flagship opened in 2015 in Seoul, and has recently strengthened its relationship with South Korea by appointing Jisoo from Blackpink global ambassador.