To celebrate the launch of their latest collaboration capsule with Tremaine Emory of Denim Tears, Dior has opened up a series of pop-up stores around the world during July to create an immersive experience into the world of Dior Tears.
Starting in London and reaching all the way to Shanghai, via Tokyo and Seoul, where it will wrap up on July 25, the ephemeral spaces will be as much boutique as they are an experiential piece of installation art.
Visible from streets, they will house gigantic inflatables within while video projections and music bring the space to life. Each pop-up will also be unique to the city it comes to life in.
When it was first announced that artistic director for Dior menswear Kim Jones was going to partner up with streetwear icon Tremaine Emory, founder of Denim Tears, it felt not just correct but about time. Jones’ own sartorial language is embedded in streetwear codes: sneakers, athletic detail, tailoring that utilises the same loose fits of skate culture.
It’s a language that has created one of the most coveted and influential menswear lines in the luxury market.
For his part, Emory has the kind of clout that only comes with someone who has true creative vision beyond trends. In an official statement made about the collaboration, Emory described the vision he had for the collaboration as one that would embody a sense of history and creativity.
“I want to share that moment in time, that beautiful moment in time where black writers and musicians and artists were coming from America, running from America, and finding some level of acceptance in certain European cities and being able to have their art respected and who they are respected,” he said.
“It wasn’t perfect but it was just a moment, a beautiful moment for blacks to have the privilege and opportunity to escape from the terror, the horrors of America, a segregated Jim Crow America. Artists like Miles Davis and writers like James Baldwin found refuge in Paris.”
Inspired by the black Ivy League students of the 50s and 60s, the capsule revolves around and uses denim as its base. The original fabric of rebellion, of class distinction, of freedom and of revolution but also, historically, French thus a perfect blend for Dior. Iconic parts of the Dior DNA were also interpreted through the lens of denim, including the Saddle and Lingot bag and B33 sneakers.