August 1, 2025 |
For nearly 70 years Dior has defined modern elegance, blending heritage with innovation in every stitched seam and sculpted silhouette. Many of those years were spent, in part, forging a professional friendship with Harrods, the epitome of luxury shopping in London. Now, to celebrate not only that long-standing partnership but the Dior Lucky collection, a dedicated pop-up boutique has opened up inside the storied department store.
Constructed like a colossal house of cards, with oversized tarot cards and celestial symbols sublimating the entire space, the pop-up is a whimsical maze of Dior codes, mysticism and craftsmanship. Open until August 27, it offers a sensory deep-dive into Monsieur Dior’s lifelong obsession with fate and florals.
The Lucky line itself echoes the talismanic charms beloved by Monsieur Dior, with lovely springtime motifs – think lavender and iris, dragonflies and ladybirds – and a selection of need-to-have charms that can be used to personalise the collection’s creations as you so please. The customisation in question is available for bags, shoes and accessories via special workshops hosted at Harrods. Take your pick from the gilded army of stars, bees and shamrocks that are up for grabs and try your hand at a little DIY adornment action – you won’t regret it.
Inside the collection, the Lady Dior gets a fresh spin, swapping its classic composure for a bit of flirtation – think cannage gone rogue with punchy new motifs: stars, clovers, hearts. She’s not alone. Her sisters – Lady D-Joy and the ever-iconic Book Tote – are in full bloom, decked out in embroidered wildflowers like they’ve just skipped through a meadow. Over in the structured corner, the Dior Groove and Toujours Vertical have been zhuzhed up with bijoux-worthy bag charms, dangling like couture jewellery for your handbag. Throw in some charms, monogrammed letters and a chain that swings just-so, and suddenly Dior’s heritage has a cheeky new attitude – and a whole lot of sparkle.
Once you’ve had your fill of charm-crafting and accessory dreaming, slip over to the augmented reality mirror created in collaboration with Snapchat and try on a pair of 30 Montaigne sunnies. The digitally rendered shades respond to your movements, offering a playful glimpse into what’s sure to be your next signature look. Star signs can be selected to further explore the botanical world of Dior Lucky.
Feeling extra lucky? On certain days of the week a fortune teller sets up shop inside the boutique and you can even take part in a tarot card game inspired by the archival decks Dior himself collected.
On top of the pop-up, Dior is expanding its permanent presence at Harrods, becoming the biggest brand area in the store with a one-stop ready-to-wear destination you won’t want to miss. To elevate the experience, there are two private suites erected inside that offer an intimate, bespoke shopping experience for that added level of luxury.
Later this year, a permanent Dior Lady Art installation will take up residence in Harrods’ hallowed halls, spotlighting the one-of-a-kind artist reimaginings of the iconic handbag.
Photography courtesy of Dior.
