Following in the footsteps of Chanel, Dior has begun taking its off-season shows on the road. After showing in Tokyo, Brooklyn and Monaco last year, the French house is heading to California for its all important 2016 cruise collection. WWD reports that Dior will host a show in Los Angeles on May 9 at an undetermined location. A rep for the company did not immediately respond to a request for confirmation.
Los Angeles will be getting a lot of attention from the fashion industry this year, as Tom Ford has also announced that he will show his fall 2015 collection there on the first day of London Fashion Week. He says he chose the location because he will be doing fittings for the Academy Awards, taking place just two days after his show.
Dior's reasons for choosing the city are probably less logistically motivated. Cruise is a critical collection for the house (as it is for many others), because it will be in stores from October to May -- longer than its next fall and spring collections will be. Doing a big production in one of its key markets makes a lot of business sense.
“Everybody is looking at the cruise collection as important as the summer collection," said Sidney Toledano, the chief executive of Dior, to the New York Times before the show last year. "Maybe even more important in terms of buying."