Advertisement

Dior taps influencers to plug new pop-up shoe shop with Bergdorf Goodman

Dior taps influencers to plug new pop-up shoe shop with Bergdorf Goodman
BG.com will be the sole online retailer selling Dior's fall 2017 footwear collection through June 28. (WWD)

Dior is once again relying on Bergdorf Goodman's BG.com for a limited-run, pop-up shoe shop.

Through June 28, BG.com will be the sole online retailer selling the Dior fall 2017 footwear collection from June 7 to 28. The alignment will give Dior, which does not have e-commerce in the U.S., another way to reach shoppers.

Advertisement

The French luxury label has also partnered with four influencers — Camila Coelho, Yoyo Cao, Melina Matsoukas and Mia Moretti — to model the new collection and share what they most "j'adior," aligning with the popular J'adior slingbacks the company is bringing in new colorways this season. Retail prices range from $790 to $2,290. All assets promoting the pop-up will include the girls in spaces that inspire them. Each of the four has quite a reach. The Brazilian-born Coelho alone has nearly 6.2 million followers on Instagram and 2.9 million fans on Facebook.

In three years Cao, who is better known as @yoyokulala, has established herself as one of Singapore's most internationally recognized social media personalities. Last year, she expanded her base by starting her own collection and e-commerce site. A two-time Grammy winner, Matsoukas directs music videos, television shows and commercials, having worked with Beyoncé, Rihanna and Nike among others. Moretti, a DJ, is another in-the-know personality and Katy Perry's friend. Moretti will help kick off the invitation-only music series "Tuesdays at Henry Hall" in New York on June 20 along with Margot as The Dolls.

All assets promoting the BG.com pop-up shop will feature the aforementioned women in spaces that inspire them.

Dior first tested the waters and broke its e-commerce ban by launching a holiday pop-up shoe shop online with Bergdorf Goodman in November 2015. At that time, the company recruited a slew of social media fashion influencers — including Eva Chen; Shiona Turini; Leandra Medine of The Man Repeller, and blogger Aimee Song of Song of Style.


Fashion Videos


ALSO

Advertisement
Advertisement