Dior to present its cruise collection in Shanghai next spring Setting Sail for the Paris of the East

On Friday, May 14, 2027, the house of Dior will take over Shanghai to unveil its Cruise 2028 collection. This landmark show marks the first major runway event in Asia under the tenure of creative director Jonathan Anderson. Far more than just a destination, the Chinese megacity embodies a return to the roots and a tribute to the house's heritage, rekindling the timeless dialogue between Dior and the East.

The love affair between Dior and China is nothing new. As early as 1948, for his Spring-Summer Haute Couture collection (known as the Zig-Zag Collection), Christian Dior unveiled several silhouettes that instantly became legendary. Among them, a sculptural creation named “Shanghai” sealed the beginning of a mutual fascination between the avenue Montaigne fashion house and Chinese culture.

Jonathan Anderson sets sail for the East

By choosing Shanghai, Jonathan Anderson follows directly in the founder's footsteps while infusing his own contemporary vision. The Irish designer, renowned for his bold ability to revisit historical codes, marks a major milestone in his creative direction.

Following a high-profile stop in Los Angeles, this return to the Chinese metropolis comes 17 years after the legendary Cruise show orchestrated by John Galliano in 2010. That event remains etched in fashion history as one of the most spectacular shows of the Galliano era, held alongside the Shanghai World Expo.

At the time, John Galliano shared:

“We have shown resort in New York, and now I wanted to show somewhere that shared the vibrancy and energy of New York, the spirit of Paris, and a mix of the exotically unknown. Shanghai seems to be at the center of the world at the moment [...] nowhere better captured the mood of the moment than Shanghai.”

The strategic reconquest of the “Paris of the East”

While Maria Grazia Chiuri previously brought the house to Shanghai Fashion Week in the spring of 2021 (for the Autumn-Winter 2021–2022 collection), the context was vastly different, shaped by the pandemic and health restrictions.

Today, the stakes are entirely different. Shanghai, often dubbed the Paris of the East, remains an essential playground for haute couture. As the luxury market navigates a spending slowdown among Chinese consumers—formerly the primary engine of the sector's growth—fashion houses are competing fiercely to win back these fashion enthusiasts.

With top fashion names ramping up their presence in Shanghai—as seen in recent initiatives from rival houses like Maison Margiela—Dior intends to stay ahead of the curve. This Cruise 2028 show goes beyond a mere creative celebration: for Jonathan Anderson, it is about establishing a lasting footprint in a rapidly evolving Chinese market and reigniting engagement with a discerning clientele at the very heart of the “Paris of the East.”