SÃO PAULO — The latest chapter began Friday for Dior in Brazil.
The house closed its freestanding boutique on Haddock Lobo Street, once the hottest shopping spot in the city, and reopened a unit twice the size in Shopping Cidade Jardim, the mall that houses the only Louis Vuitton global store in Latin America.
Crossing the Pinheiros river from the western part of São Paulo to the southern part of the city, the 5,380-square-foot boutique opens with Raf Simons’ cruise and spring collections and, for the first time, timepieces, like the Dior VIII.
“We wanted to expand and to be in another neighborhood,” said Sidney Toledano, Dior’s chief executive officer, noting the team has studied the move for the past three years but has been busy with Dior’s makeover on the other side of the globe.
At the beginning of the month, the ceo was in Sydney opening the brand’s first flagship in Australia.
“I love the concept of Cidade Jardim, with the open sky and très raffiné [very refined], not a mass market place,” he said. “A brand of high luxury like Dior must be located where the client can leave the car with the valet parking, go to a nice restaurant or drink a cafezinho.”
Toledano, who lived not far from the boutique on Haddock Lobo some 35 years ago, did not reveal plans for reopening the now-closed store there. Other high-end brands like Cartier have left Haddock Lobo as well for the privacy of malls.
One option would be for Dior to be part of the future Cidade Jardim Shops, a 70-store mall designed by local architect Marcio Kogan. The new address is almost directly across from the old Dior and is also owned by JHSF, a group that has been working closely with LVMH.
Rio de Janeiro is likely in Toledano’s sights, although the executive was not specific about any plans there.
“We don’t want quantity or enormous-sized boutiques,” said Toledano. “We are more about quality and intimacy.”
The Dior at Cidade Jardim follows the new direction set by architect Peter Marino for Avenue Montaigne in Paris. It houses art pieces by Yoram Mevorach Oyoram and Philippe Bradshaw and is designed like an apartment, divided into four living rooms.
At a preopening event for private clients on Thursday, associates trained by the Paris staff helped put together outfits for the opening later in the evening of the “Lady Dior As Seen By” exhibition, incorporating the work of Brazilian artists Tunga, Laerte Ramos and Brígida Baltar.
Amid a flurry of vendeuses, clients sat on gray Louis XVI chairs sampling shoes, while in the fitting rooms others tried on jacket-dresses and asymmetric tops with shorts. The short silhouettes and acid colors made an impression on the hangers and revealed the new look of Dior.
“I disapprove of the word ‘rejuvenating,’ for Dior is not going through a lift,” said Toledano. “It’s more like a woman falling in love again and her inner beauty surfacing.”
The ceo cited Simons’ capacity to understand what goes through the head of the modern woman — and the ability to deliver that in the form of well-cut clothing.
The last time Dior caused such a stir here was in 2005, when it opened in the Villa Daslu, a building now on the verge of destruction. At the time, the house unveiled a new decor to the world, one that substituted gold for white and silver. Then-designer John Galliano created 50 cotton T-shirts with embroidered blue flowers for the opening.
“Dior’s relationship with Brazil dates back to the New Look,” Toledano pointed out. His dossier of the Brazilian connection showed the original orders of six local clients from the Corolle collection. Dior also produced an exclusive collection of swimsuits for Brazil — for the girl from Ipanema.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews