Baby Dior keeps it in the family at London store

Christian Dior is opening its first international Baby Dior boutique, with a brand identity and interiors designed by Dior’s in-house team.

The flagship shop launches this week in London’s Knightsbridge. There are no immediate plans to open more stores in the UK, but a Baby Dior boutique is scheduled to open in Rome, says a Christian Dior spokeswoman.

The London store is situated over two floors and the interiors mix ‘pure modernity with traditional accents’. The scheme features white lacquer, grey carpeting and fuchsia ‘architectural’ furniture. The ground floor will display Dior jewellery and the lower ground floor will have a ‘soft, cosy feel’.

The shop will stock the Baby Dior Collection of clothes and accessories as well as a handmade collection produced in France.