Dior has announced that Kim Jones will show his Pre-Fall 2020 menswear collection in Miami on 3 December 2019, just days before Art Basel: Miami is set to begin. This show marks a continuation of Jones' desire to show outside of Paris, with his previous Pre-Fall 2019 show taking place in Tokyo, but also signifies Jones' continued incorporation of Dior Men's into the art world. Collaborating with a new artist for each collection, which have previously included Daniel Arsham, KAWS, Hajime Sorayama, and Raymond Pettibon, Jones is taking the brand to an international epicenter of art and design at Art Basel: Miami.
'I am really looking forward to presenting our first men’s show in the US for this Fall 2020 collection as the perfect precursor to Art Basel,' says Jones.
Despite luxury houses showing women's resort collections abroad for many years, Dior aims to capitalise on the current trend of showing menswear collections 'away from home', as many brands have recently tapped into foreign markets and engaged customers outside of Europe. Saint Laurent recently showed their S/S 20 menswear collection in California and Prada took their S/S 20 menswear collection to Shanghai. For Dior, Miami has been a significant location for them in recent years. Having opened two boutiques in the South Florida city in the past decade and hosting the 'Dior Lady Art Project' there, Miami acts as the gateway for the French luxury house into the American market.