Au revoir, France (for now, anyway): Kim Jones is taking his Dior Men creations on a trip across the Atlantic to set the stage for the pre-fall runway show in Miami. The event will take place on December 3, just two days before Art Basel events begin.
Jones' choice to have fashion flock to the beachside metropolis continues to manifest Dior’s commitment to artistry and exploration, as the city has become a major cultural hub for creatives in recent years. The French fashion house is familiar with the Miami terrain after opening two new boutiques in 2012 and 2016 and presenting the Dior Lady Art show there last year.
While the choice of location suitably depicts the brand’s dedication to avant-garde creativity, the Florida residency also represents the economic importance of the US market. In the first half of 2019, 23% of sales at umbrella company LVMH were accounted for in the United States, according to WWD. With a grand influx of profit coming from the states, it only makes sense to fly overseas to showcase new styles.
Jones staged his first traveling men’s resort show in Tokyo last year, featuring the work of sculptor Hajime Sorayama. As artistic partnerships are a staple of Dior runways, one can only expect that the creative director will feature another collaboration at the December show in Miami. Perhaps we'll soon learn of an artsy afterparty taking place to celebrate the fashion house's pre-Basel runway romp.