To mark the arrival of the spring-summer 2017 ready-to-wear collection, the first designed by
Maria Grazia Chiuri for Dior, the House is opening a series of pop-up stores around the world and also presenting its most emblematic pieces in a selection of concept stores.
The Dior heritage is revisited in a contemporary spirit, these ephemeral spaces reinventing the House codes with modernity, notably through an association with the artists Tracey Emin and Maripol.
Specially for the Paris pop-up, the feminist artist Tracey Emin created a luminous work, in which the three words “Should love last”, written in neon yellow in the manner of her own handwriting, grab the visitor’s attention. Ranging from painting to drawing, video installations to photography, embroidery to sculpture, her profoundly poetic work explores the emotions she has experienced and tackles the female condition without taboos.
Regarding Should Love Last and the mysterious nature of this seemingly unfinished phrase, the artist explains, “My best neons are there to give people ideas and make people think things through. ‘Should Love Last’. First of all it sounds negative. But actually, for me, it’s very positive, because my answer would be, «Yes, it should. It should last. Forever.» So you don’t need a question mark at the end of that.
Visitors to each concept store are greeted by exclusive window displays. The collection’s emblematic creations are showcased with modernity and a graphic aesthetic. They recapture the mood of the pop-up stores’ decoration while the messages from the collection’s t-shirts are written in luminous letters – “We should all be feminists”, “Dio(r)evolution” and “J’adior”.
