Dior travels to the Tyrolean Alps and opens a pop-up in Kitzbühel.
The French luxury fashion house has opened a temporary store in the traditional Austrian ski resort near Innsbruck, Dior announced on Tuesday.
In the pop-up, the brand presents, among other things, the ‘DiorAlps’ collection, which offers equipment for a day on the slopes or ski hut. Inspired by past collections designed by Dior creative director Maria Grazia Chiuri, the capsule also includes down jackets and après-ski boots. Other creations such as knitwear, long skirts and bags, including the ‘Dior Book Tote’ and the new ‘Miss Dior’ model, can also be found on the temporary sales area.
The store’s interior is an ode to the mountains, according to the statement. Wooden elements are reminiscent of the typical mountain huts and the use of the color white is reminiscent of the snow. Golden butterflies, previously seen in the Dior Cruise 2024 collection, adorn the walls. A special light installation on the pop-up’s facade brightens up the dark evenings and creates a Christmas atmosphere.
This is not Dior’s first foray into the snow: the brand only introduced its in November first winter sports collection for children before, which comprised a nine-part capsule.
