Dior Opens Slew of Tarot Pop-up Stores for Cruise 2018

Dior is making a significant retail push to bolster its 2018 cruise collection, opening a roster of pop-up shops with a tarot-card theme inspired by the Motherpeace Tarot that featured prominently in Maria Grazia Chiuri’s collection. Karen Vogel and Vicki Noble created the feminist Motherpeace tarot deck in the Seventies and Chiuri co-opted much of the imagery for her cruise collection, shown in May in the Santa Monica Mountains in California. The pop-ups and Dior flagships will be decorated with paintings and hangings with images from the cards, including the Wheel of Fortune, the Grand Priestess and the Sun. Merchandise inspired by the cards includes minaudières, Lady Dior and Dior Addict bags, silk scarves, sweaters, bomber jackets, biker jackets and shoes bearing the images from the deck in printed or hand-painted motifs.
“The pop-up stores operate in tandem with the seasonality of the collections,” said Chiuri. “They develop the themes in settings specially designed around them. Tarot and the divinatory arts are intimately connected with the history of the House. Christian Dior was highly superstitious and this aspect of his personality has greatly inspired me since I arrived at Dior.…[Noble and Vogel’s] Motherpeace cards were created

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