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Published
Jun 8, 2017
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Dior teams up with online influencers for shoe pop-up at Bergdorf Goodman

Published
Jun 8, 2017

The French brand’s Fall 2017 footwear collection will be available exclusively at Bergdorf Goodman’s online shop until June 28. Dior has also partnered with social media influencers to promote the collection.


Influencer Melina Matsoukas dressed from head to toe in Dior. - Instagram Bergdorf Goodman

 
Available only at Bergdorf’s online store from June 7 to June 28, the new collection brings back Dior’s popular “J’adior” slingback in new colorways along with embroidered ankle boots and mules and over-the-knee boots. Prices range from $790 for a pair of flats, to $2,290 for the embroidered booites. The temporary online “pop-up” shop is also a rare chance for American shoppers to purchase Dior products online, as the French label does not have an e-commerce platform in the U.S.
 
Dior has teamed up with four major social media fashion influencers, Camila Coelho, Yoyo Cao, Melina Matsoukas and Mia Moretti, to promote the new line of shoes. The influencers, who each have millions of followers on platforms like Instagram and Facebook, model the shoes in all promotional material for the pop-up shop.

Dior launched a similar online pop-up shop at Bergdorf in November 2015 to promote its holiday collection. The label also used online personalities like Leandra Medine of Man Repeller and Aimee Song of Song of Style to promote the launch. 
 

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