Dior @dior bet all their marbles on their upcoming men’s collection release on celebrity Travis Scott, and now faces a decision that may lead to million dollar loses.
Travis Scott is the face of the upcoming S/S collection, dubbed The Catus Jack, drawing from his album name. The collection was unveiled at Paris Fashion Week back on June 25th.
This debut in Paris actually marked a new direction for Dior, representing the first time a musician, let alone a rapper had ever collaborated on a full Dior collection.
In addition, the entire show itself used a mixture of music that was soundtracked by Scott himself.
Now, following the Astroworld tragedy of events, the 2022 menswear collaboration with luxury clothing brand Dior hangs in the balance.
The line is most likely already in production, or has even already been finished and shipped to soon roll out to stores, however, Dior may choose to eat the cost and pull the line completely, which may lead to the house not having a Men’s S/S 2022 collection in-store or online at all.
Lastly, even if the collection isn’t in production, the marketing costs for both the Paris runway show, endorsement of Travis Scott, all are a massive hit to the pre-promotional aspects of the highly anticipated collection drop.