Dior Homme‘s Kris Van Assche has an affinity for denim. That much is obvious simply by looking at his expanded 28-item denim line for spring 2018. Details include the silver-embossed on black leather Dior logo, which was repositioned from the inside of garments to become a form of embellishment on the outside, and embroidered roses as patches on jacket shoulders with the word “Roses” inscribed below.
The brand on Monday unveiled a pop-up shop, which will showcase through Feb. 18 the collection at Patron of the New in Manhattan’s TriBeCa. That will be followed on Feb. 15 by an in-store shop at 424 Fairfax in Los Angeles, scheduled to operate through Feb. 25.
If the collection seems compact, the attention lavished upon it suggests that denim could become a permanent category for Dior Homme. There’s also the fact that the collection is being showcased in pop-up shops in seven international cities, an indication that this is no fly-by-night project. Besides Printemps Haussmann in Paris, where Dior Denim is available through March 15, pop-ups are set to bow in London, Hong Kong, Shanghai and Tokyo.
“Dior Homme is continuously evolving,” said Renaud De Lesquen, president and chief executive officer North America at Christian Dior Couture and Parfums Christian Dior. “Expanding Dior Homme’s denim is a way to show the versatility of the brand to the existing client while communicating new product to a new audience.”
Dior Homme’s spring denim collection consists of new silhouettes and washes for the brand and appeals to a larger customer base than the current line.
Van Assche noticed a need in the market for a variety of tasteful, well-manufactured luxury denim for men. His theme for the denim collection, reimagined work clothes, is figurative and literal, presented within the codes of the Dior suit. Designs have utilitarian attributes, while the designer also seems to be offering an option of clothes a customer would wear to work, something other than the ubiquitous casual Friday phenomenon.
Treatments range from raw indigo to black and bleached washes, and for variety, there’s gray and black paint-splattered jeans that would impress Jackson Pollock. The designer reworked the urban pairing of five-pocket straight-leg jeans with a denim shirt. A white shirt layered with a sleeveless jacket needed only a silk tie to elevate the denim outfit.
Engineered cuts and opulent sheepskin collars and snap-stud buttons add a layer of luxury to the line. Then, there’s the graphic elements, such as the season’s existential club kid slogans, which look like DIY screen-prints, including the message printed on a pair of jeans with strategically placed rips, “Standing in the crowd one night.” The legend also appears on a denim jacket.
Partnering with boutiques such as Patron of The New will help the brand create awareness for the Dior Denim collection. The brand hopes the pop-up locations will help reach customers who may not be thinking of Dior for denim.
For the launch, Van Assche created exclusive pieces customized with the initials of each city hosting a Dior Denim pop-up shop.