Dior Pop-Up Project at JOYCE Hong Kong

  • Enjoy a virtual experience that will guide you through Raf Simons’ debut prêt-à-porter for the house of Dior.

    To celebrate Raf Simons’ debut ready-to-wear collection for Dior, the legendary fashion house has partnered with seven prestigious boutiques around the world to create the Pop-Up project, including Jeffery in New York, 10 Corso Como in Milan and Colette in Paris. JOYCE has been selected to host an installation at its Central flagship store in Hong Kong, which will showcase the transformation of the “Bar” jacket into the mini dress with 5 exclusive looks only available at JOYCE.

    “There was an idea of restriction and then a psychological freeing up; the foundation of the house is a reaction to restrictions. I wanted to do that too."

    The installation is a reprise of the Spring/Summer 2013 Paris fashion show­ and features a contemporary white box with cut-out windows framed by rainbow gauze curtaining. The new jackets, together with the reoccurring “mini” silhouette, are the key motifs in the collection.

    “There was an idea of restriction and then a psychological freeing up; the foundation of the house is a reaction to restrictions. I wanted to do that too," says Raf Simons of the collection.

    As such the bar jacket now embraces the feminine silhouette, the complex and the emotional. Simons forgoes the notion of "anti-sex" which is usually associated with minimalism and instead highlights the sexual, emotional, sensual and feminine in the collection. The female body is brought to life with movement, lightness, transparency and playfulness.

    “I am a fan of minimalism. It is a conceptual approach I like, but it is not the only one I like. Neither is it only one type of woman that I want to appeal to,” says Simons.

    Dior Spring Summer 2013 ready-to-wear is now available at JOYCE Central Hong Kong. Visit the installation from now until March 7th.

    For more information on the Dior Pop-Up Project, please click onto:
    http://www.diorpr.com/pop_up/