Jonathan Anderson to Debut Dior Cruise Collection in Los Angeles
Jonathan Anderson will present his first cruise collection as Dior’s women’s creative director in Los Angeles on May 19, marking a significant moment for the luxury brand and signaling a continued focus on the U.S.market.The show will take place after the opening of Dior’s new flagship boutique on Rodeo Drive, designed by Peter Marino.
The decision to showcase the cruise 2027 line in Los angeles underscores luxury brands’ efforts to attract American consumers as the sector recovers from a two-year sales slump. Dior has a long-standing connection to Hollywood, frequently dressing prominent figures both on and off-screen, with brand ambassadors Jennifer Lawrence and mikey madison recently wearing Dior to the Oscars, alongside Michelle Yeoh. This move builds on previous Dior presentations in Southern California, including Maria Grazia Chiuri’s debut cruise collection in Calabasas in 2017 and Kim Jones’ resort 2023 show in Venice, Los Angeles.
Despite economic headwinds like the recent government shutdown and fluctuating consumer confidence, U.S. spending has been bolstered by factors such as a weaker dollar attracting tourist spending. According to citi analyst Thomas Chauvet, the U.S. consumer “remains relatively healthy ” supported by wage growth, savings, stock market gains, and potential tax benefits.
Nicolas Ghesquière will also unveil his cruise 2027 line for Louis Vuitton on May 20 in new York City, further demonstrating the industry’s focus on the U.S. market.
