Through June 28, BG.com (Bergdorf Goodman) 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.
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.
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.
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