Dior introduces app to help Cruise show guests navigate Los Angeles
Though many major labels take their cruise shows outside of the main fashion cities of Paris or Milan, Christian Dior’s choice to show its Cruise 2018 collection in the mountains of Santa Monica still represents an unusual choice. To give its guests an idea of how to spend their time in California’s largest city, the brand has created a mobile app complete with a Dior-friendly city guide.
Of course, the Dior show will count many members of the Hollywood elite among its guests, who are undoubtedly already familiar with Los Angeles’ best places to eat, drink and shop. But the app will prove useful for those on the fashion circuit who aren’t accustomed to attending shows on the West Coast.
In addition to recommendations on what to see and do in LA, the app also outlines Dior’s history the city and with Hollywood. Christian Dior designed the costumes for Alfred Hitchcock’s 1950 film Stage Fright, at the insistence of the movie’s star Marlene Dietrich. And in 1957, the couturier celebrated 10 years in the business with a swimwear collection launched in Los Angeles. Today, the brand counts many Hollywood A-listers among its spokespeople, including Natalie Portman, Charlize Theron and Jennifer Lawrence.
The Dior 2018 Cruise show, the first from its new creative director Maria Grazia Chiuri, will take place in Upper Las Virgenes Canyon Open Space Preserve. In preparation for the runway show, the brand is hosting a series of events throughout Los Angeles, including a Dior Surf Club-themed dinner at the Santa Monica beach.
According to The Hollywood Reporter, the event’s location is already causing some transportation anxiety, as the preserve is only accessible by a single lane road. The fashion crowd will also have to brave’s LA’s notorious traffic to get the remote location.
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