Dior to Host Cruise Collection Show in Shanghai

Dior has announced its upcoming cruise collection show will take place in Shanghai on September 29 at 2:30 PM CET, coinciding with Paris Fashion Week. This decision aims to engage more closely with affluent Chinese consumers, who have become increasingly sought after in recent seasons.

The luxury brand, owned by LVMH and currently led by Delphine Arnault, previously showcased its cruise collection in Los Angeles at the County Museum of Art. This time, however, Dior is focusing on another key luxury market.

Dior also highlighted a historical connection to Shanghai, noting that the name was used for a significant look in Christian Dior's Spring/Summer Haute Couture collection in 1948.

In 2010, John Galliano staged a show in Shanghai, and more recently, Dior presented Maria Grazia Chiuri’s pre-fall collection during Shanghai's digital fashion week in 2021. This comes as luxury brands continue to seek opportunities in the Chinese market, especially following the challenges faced during the Covid-19 pandemic. The brand's approach to this event remains to be seen, particularly after the opening of the House of Dior concept store in Beijing in December 2025.