TTwo months ago, it was modest to think that consumers’ desire for extravagant luxury fashion may never recover from the pandemic. But two months is a long time in fashion, and this week sees the essential blockbuster come back in force. On July 1, an online draw will decide which lucky ones have won the privilege of spending 1,800 on the new Air Dior sneakers. Even by hype standards in the sneaker world, the buzz surrounding the deluxe version of basketball’s most iconic sneakers is breaking pre-pandemic decibel records.
Next week’s Selfridges collection point for the first Air Jordan 1 OG Dior sneakers will be the first luxury iteration of the click-through retail mode that is part of our new contactless standard. The practical elements of the pop-up window had to be set aside to comply with the social distancing and sanitation guidelines, but for 13 days, only Selfridges aims to bring an experiential element to the process of picking up a pair of pre- bought. A tailor-made architectural experience based on the concept of air features glass walls that are covered in smoke to reveal the Air Dior logo, and a real-time countdown indicating how many pairs have yet to be collected.
Air Jordan is the Rosetta stone in the history of sneakers. He was the first trainer to be part of pop culture, a fluke from the bouncing Air sole technology Nike had developed in the early 1980s and the gravity-defying magic of Michael Jordan on the basketball court. The Air Dior, which replaces the primary colors of sportswear with a soft wolf gray borrowed from the headquarters of Christian Dior on Avenue Montaigne in Paris and covers the Nike swoosh with the distinctive oblique logo of Diors, is the first jersey of luxury of Air Jordans 35. -Year of history. For two blue lines of sports and luxury clothing, this is a royal marriage.
Nevertheless, the story of Air Diors’ hype is, according to the Zeitgeist 2020, a level of madness that no one has seen coming. Not even Diors men’s clothing designer Kim Jones, an Air Jordan obsessor who owns over 40 pairs himself, unveiled this collaboration at a parade in Miami last year, and designed a collection summer capsule including long shorts in basketball style, a sweatshirt with Dior – branded wings and a dove gray shoulder bag to accompany the sneakers.
The draw concept, which allows only one pair per customer, was designed by Jones as a device to prevent the limited edition of 8,500 sneakers from being picked up by dealers. (However, a few pairs have already found their way onto resale sites, possibly being offered to celebrities or influencers. The current rate on StockX, if you’re interested, is 10,000.)
Shortly after its initial release date was postponed due to the pandemic, swinging the new look of Air Jordans out of reach of consumers, the Jordan brand was unexpectedly supercharged via television. The Last Dance basketball docuseries, a potentially niche offering from Netflix, found a large fan base among a global audience trapped at home and eager to indulge in nostalgia for the simpler world of the 20th century, and powered Michael Jordan at the top of pop. cool culture.
A peacock pioneer in sportswear, Jordan transformed the stadiums into his personal podiums in the 80s and 90s with his Nike berets, earrings, oversized sewing and, of course, his shoes. Air Jordans has become an extension of the personal brand of stars to a degree that few collaborations have matched. In the wake of the success of the shows, the Air Jordan mania exploded. Last month, a pair of Air Jordans once worn by the player on the court, in the iconic red, black and white color, sold at Sothebys auction for $ 560,000 (455,000) more than three and a half times their high estimate. initial, and a new world record for a sneaker auction.
Compared to Sothebys prices, 2,000 for a pair of sneakers is good, not exactly a bargain. But certainly not the craziest thing that has happened this year.