Dior Goes on Tour, Opening Pop-ups at Selfridges, SKP and Le Bon Marché

LONDON — The British capital may be icy cold with steely skies but the forecast is for a warm burst of color at the junction of Oxford and Duke streets when Dior moves into Selfridges’ Corner Shop on Thursday.

The brand is marking the launch of Jonathan Anderson’s debut men’s and women’s collections with a temporary takeover of the Selfridges concept space. The pop-up will run for nearly two months, from Thursday until Feb. 28, and will be the first time that Dior men’s and women’s wear intermingle so closely on the shop floor. Both collections made their international retail debuts last week.

The store design is based around the brand’s archives and signature gray boxes while Dior’s Book Cover totes, inspired by Anderson’s favorite classics including “Dracula,” “Ulysses,” “In Cold Blood,” “Les Fleurs du Mal,” and “Bonjour Tristesse,” will take center stage.

The pop-up will also offer a personalization service, where initials can be added to Dior bookmarks and notebooks, and a weekly game designed for the venue. Visitors will be invited to choose one of the gray Dior boxes, some of which have a golden ticket inside giving them access to gifts designed by Anderson.

The boxes recall those of Dior’s first boutique, which was called Colifichets, or “trinkets.” They are piled sky-high, balanced by bellboy mannequins or stacked to create totem poles and arches.

Delphine Arnault, chairman and chief executive officer of Christian Dior Couture, said the arrival of Anderson’s first collections in the brand’s boutiques “is a very important turning point for the house of Dior. It marks the beginning of a new chapter in our history.”

She added the “tremendous creative momentum” of the new collections is accompanied by imaginative decor and windows at Dior’s flagship boutiques worldwide “and pop-ups specially created for the occasion, such as at Selfridges in London or Le Bon Marché in Paris, as well as SKP in Beijing.”

The Bon Marché pop-up will run from Jan. 26 until Feb. 22, while SKP opened this week and will run until March 3.

Arnault added that in the stores and pop-ups, “the worlds of menswear and women’s are joyfully merged thanks to Jonathan’s artistry and talent for reinventing our codes and reinterpreting our heritage with a refreshing, witty new twist. This opens up very captivating prospects for 2026, and the years to come.” 

Judd Crane, Selfridges executive director, buying and brand, said the first Corner Shop of 2026 “will offer a unique opportunity to experience Dior. We are looking forward to sharing an exciting distillation of the first season under Jonathan Anderson’s direction as exclusive partner for this creative concept.”

Crane said the shop is brimming with “imaginative product, unexpected animation and storytelling,” and marks “an epic new chapter” for Dior.

As reported, The Corner Shop will also stock Dior Oblique leather goods, which Anderson has refreshed; the Roadie and Saltwind sneakers; the Archie and Heir loafers, and a selection of ties, caps and other pieces from the men’s summer 2026 collection.

Womenswear features the lucky clover, a long-standing Dior motif, on T-shirts, denim, and a variation of the Lady Dior bag from the spring 2026 collection. There is also the Cigale bag, an homage to a signature haute couture dress designed by Christian Dior in 1952, Médaillon belts, Initials pumps, and bag charms.

The Corner Shop takeover marks a comeback for Dior at Selfridges. The last time the brand did an event at Selfridges was the summer of 2021 with a Dioriviera pop-up, and a takeover of the rooftop restaurant with the brand’s seasonal toile de Jouy print.

Selfridges isn’t Dior’s only stop in London this month. The brand also plans to festoon the whole of New Bond and Bond streets with 33 flags. Each flag features an image of Dior’s Medallion chair dressed in the colorful designs of the Book Cover totes. The flags will fly from Jan. 15 until Feb. 15.