Personalisation is becoming one of modern luxury’s requisite bells and whistles – and Christian Dior is joining in by offering a service for its Book totes. The brand calls it ABCDior, which is essentially a custom embroidery done on its new blockbuster bag.
The Book totes, first seen on the Spring/Summer 2018 runway collection, hark to Maria Grazia Chiuri’s collection centered around Niki de Saint Phalle and the Linda Nochlin essay Why Have There Been No Great Women Artists? Both ideas swill around a certain reckoning about modern feminism – one an artist herself with links to Marc Bohan’s Dior years; and the other a seminal essay addressing the very unequal stature of the feminine in the art world.
The totes are a simple idea – they’re woven and stitched in a variety of prints, the most popular being the oblique monogram of the house that’s now making a triumphant return in an age of monogram mania. The alternative motif is toile de jouy, a traditional landscape vignette print. Either way, these totes require over one and a half million stitches to produce each: a testament to the savoir-faire and level of craftsmanship you’re getting from the house of Dior.
Now, about the personalisation. You’ve got the option of switching out the ‘Christian Dior’ emblazoned on the front for your own name. Or someone else’s – which, as you might imagine, would make a very sweet gift. This service has so far made its debut at Dubai, and will take a sort of mini world tour:
New York – 7 November
Beijing – 8 to 18 November
Ginza, Tokyo – 21 to 28 November
New York, again – 4 to 13 December
Nagoya – 12 to 25 December
But if you’re doing your festive shopping in Paris, the 30 Avenue Montaigne flagship boutique will also be hosting this service from 5 to 20 December.
Lead image by Sophie Carre.