French luxury fashion house Christian Dior is bringing its pre-fall 2022 collection to Seoul.
The luxury fashion house will stage a runway at the Ewha Womans University on 30 April, marking its first-ever show in Korea.
“This year, the house is forging new powerful ties with the Republic of Korea,” Dior chairman and CEO Pietro Beccari said in a statement.
The luxury fashion house will also partner with the university as part of [email protected], a mentoring and education programme for students launched in 2017.
South Korea is rising to the ranks of luxury’s agenda. The luxury market in the region grew 4.6% from 2020 to 2021, reaching $14.2 billion as of December, according to Euromonitor as the pandemic spurred domestic spending.
Last year, the brand named Blackpink's Jisoo as its new global ambassador for both fashion and beauty; Louis Vuitton and Tiffany also named BTS and Blackpink’s Rosé as brand ambassadors, respectively.