Amy Pugsley 
Creatives are getting more, well, creative during these unprecedented times, and the fashion industry has had to adapt fast. With the closure of retail stores, the cancellation of galas and fashion shows—fashionistas have had to adapt and create like never before. The French fashion house Dior has unveiled a new capsule collection dedicated to the Middle East. From Ramadan into summer 2020 the virtual store will provide exclusive e-commerce dedicated to the UAE. Initially, the collection was conceptualized and developed for the region to be sold in boutique stores throughout the Middle East but with the onset of the COVID-19 pandemic, the idea was creatively re-envisioned.
If you can’t shop til’ you drop in person, why not do it digitally? Dior characterized the digital pop-up store as a “unique way of perpetuating the wonder and the art of gifting and treating oneself that Monsieur Dior so loved.” From bags to read-to-wear pieces the collection itself as well as the format of the capsule drop showcases a new level of creativity and innovation in the fashion indsutry. Exclusively offering Dior’s new Rose Gold Capsule Collection the first-of-it’s-kind e-boutique embodies the iconic elegance through a pink and metallic gray color palette. Pink is one of Christian Dior’s favorite colors, the designer once said, “Pink is the softest of colors… every woman should have pink in her wardrobe. It’s the color of happiness and femininity.” Creative director Maria Grazia Chiuri crafted a beautiful collection combining the maison’s unique fashion flair and the UAE’s rich cultural heritage.
