, which forgoes the IRL queue and takes the shopping experience to a rather exclusive, totally technological end. The long anticipated collaboration between Dior and Air Jordan has been bubbling away in the background for some time now, but today we got a first look at the capsule collection in all its glory.
For the highly anticipated launch of the heritage brand’s Jordan 1 OG Dior trainer, the limited edition high and low tops will be available for purchase in an “exclusive online experience”. Customers will be able to register for the trainers through a specially created Dior mini-site. And it’s even more streamlined than you might first think. Shoppers are invited to specify three options and are then granted access to purchase the holy grail trainer on an individual first come first serve basis.
If that wasn’t “if you’re not on the list you aint coming in” enough, Dior will contact customers via text or email to verify their eligibility. Then each buyer will receive a unique QR code for the mini-site. You also need your ID to purchase. It’s all very futuristic. Maybe this is what the reality of post-Rona shopping will look like? If so, we’re into it.
The RTW capsule will also be available to buy from 8 July 2020 in Dior boutiques; New Bond Street and Selfridges.
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