The Dior pop-up in Selfridges runs till 27 February.
Get ready to strike a pose. The iconic fashion brand Dior has opened a pop-up at Selfridges on Oxford Street in London. Running until 27 February, the installation is located in the Corner Shop and showcases the debut of Jonathan Anderson’s first collections for the fashion house. The activation brings together Parisian art de vivre with British creativity and curiosity.
The Dior pop-up at Selfridges draws inspiration from the House’s rich archives. The décor offers a playful reimagining of Dior’s earliest boutique, Colifichets. Signature Dior boxes, washed in the iconic grey of 30 Montaigne, are stacked throughout the space, forming totem poles and arches that create a bright, airy atmosphere.
Bellboys styled as elegant acrobats add a sense of movement and theatricality to the installation. In the window displays, whimsical mannequins bring the dreamlike world to life, adding a touch of fantasy and is worlds apart from the hustle and bustle of Oxford Street.
Jonathan Anderson, who was born in Northern Ireland, is the founder of his label JW Anderson. He previously served as Creative Director of Loewe and has been Creative Director of Christian Dior since 2025.
Selfridges is no stranger to pop-ups. The department store is currently hosting a NikeSKIMS pop-up until 5 March, showcasing the debut of the NikeSKIMS Rift Satin range. Over Valentine’s Day, visitors can also take part in the Good Scents series and beauty workshops, including masterclasses and tutorials, and learn from industry experts.
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GO: Visit www.dior.com for more information.