Dior will present its 2023 pre-fall collection at the Gateway of India monument in Mumbai on March 30, 2023.
While it will be the first time for Dior to host a standalone show in India, the Parisian fashion house has a longstanding relationship with the country.
Dior has an ongoing relationship with India-based embroidery atelier Chanakya, which creates textiles and artworks for its haute couture show. In 2022, Chanakya produced 3,600 square feet of embroidered fabric to create backdrop panels for Creative Director Grazia Chiuri’s show at Musée Rodin in Paris.
“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.
Dior’s decision to take its show to India is a trend increasingly seen in the fashion world, with luxury brands hosting their shows at globally recognized locations, often against jaw-dropping backdrops that create memorable social media moments. The move also helps brands activate new markets and build loyalty with their high-spending customers.
India, for one, is on the precipice of becoming a significant luxury market, with spending expected to reach $26.4 billion to $31.7 billion by 2030, up from $8.5 billion in 2022. It is worth noting that the bulk of this spending is expected to happen overseas as the country’s luxury sector is reportedly mired by challenges such as high import duties, limited retail infrastructure, investment constraints and a bureaucratic regulatory environment, which creates operational complexities.
That said, hosting a fashion show in India has a more personal meaning for Chiuri.
“Fashion is much more than 10 minutes on the runway. It’s all the people that work together at this incredible project,” she said. “I am doing this show for love of this country and how much they support my creativity. It is really something very personal.”