Dior Opens a Ski Capsule Pop-Up in Soho—Why Not?

Images by Francis Dzikowski

Considering Soho was a boarded up street art gallery as recently as July, the opening of swish new fashion boutiques does suggest a hit of hope for the New York neighborhood that had actually struggled with its own identity for quite a few years before the coronavirus shut its shops down and riots smashed them up earlier this year.

Recently, a shiny new Alexander McQueen shop opened at 71 Greene Street. And now Dior debuts a stylish Men’s Ski Capsule Pop-Up just down the street (No. 109 to be exact). Sure, no one we know of is going to be swishing down the slopes in Chamonix or Switzerland, where such fashionable togs would be de rigueur. But after so many months of quarantine, even trips to Burlington or Hunter Mountain must be done in utmost style.

The colorful digs (open through January 3) will actually house Artistic Director Kim Jones’ (a Brit in a French fashion house) inaugural ski collection for Dior, and it’s a collab with Japanese brand Descente. But the shop has got Euro pizzaz to spare, with floor-to-ceiling LED mesh screens all around, plus lot of chrome detailing, giving it a decidedly ’80s vibe. It’s all meant to be an aesthetic nod to the Northern Lights, which obviously none of us going to see in person any time soon.

But it’s not all high-fashion sweaters, gloves and puffers. They also teamed up with high-end Swiss ski makers AK Ski to offer impossibly stylish skis and boards to match the clothes.

See you on the piste…

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