As in previous years, to celebrate the Double Seventh Festival(Qixi), Dior released a limited collection called Dior Amour. Maria Grazia Chiuri, Dior’s art director, personally created the series’ modern graffiti art design. The ready-to-wear collection and accessories are hand-painted with the words “I love you” in dozens of languages.
Dior launched pop-up shops across China and invited more than 20 top celebrities to visit the shops. KOLs such as @黎贝卡的异想世界 and @凌听雨 visited pop-up shops to create content for promotional posts on social media. The campaign’s Weibo hashtag has tracked more than 760M impressions.