Dior is headed to the historic Gateway of India monument in Mumbai for its next fashion show, set to take place on March 30, BoF can exclusively reveal.⁠
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The far-flung setting is designed to highlight Chiuri’s ongoing collaboration with Chanakya, a Mumbai-based atelier and craftsmanship school for women led by Karishma Swali. “For me to show in India means also to celebrate the heritage of India in embroidery and how important [it is] in the fashion world,” Chiuri told BoF.⁠
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Travelling shows have also become a way for brands to activate key geographies, signalling a desire to deepen ties with a market and providing a chance to engage high-spending local clients. With luxury purchasing expected to slow in Western markets like the US and Europe this year, many brands are looking further afield for growth. India, in particular, is seen as a country with high growth potential.⁠
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Read more about how Maria Grazia Chiuri’s first major outing as Dior’s designer in the fast-growing Indian market, will showcase feminist values and global craftsmanship, which have helped power growth for Dior.⁠ #Linkinbio⁠
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