Dior Debuts First-Ever Golf Capsule Collection by Kim Jones
Luxury fashion house Christian Dior is teeing off with its first-ever golf capsule collection, curated by its menswear head Kim Jones. Launching alongside its Pre-Fall menswear line, the six-piece collection fuses the designer’s signature Parisian/New York aesthetics from the '80s with contemporary sportswear influences.
The collection features a mix of lightweight and water-resistant pieces designed to keep golfers comfortable on the fairway. Standouts include a bomber jacket in
matte gray, either with a CD monogram or Dior Homme embroidery, and a sleeveless polo crafted from breathable mesh and adorned with the same slogan embroidery. Additionally, the collection comprises a nylon baseball cap, two colour-blocked athletic shirts, and a smart button-front sweater.
“It’s exciting to bring Dior into a new category like golf, learnt from the bar set by [founder] Christian Dior himself, who launched his interiors line in 1972,” Jones said in a statement. “I imagined a wardrobe for the modern golfer that would be at home in a country club or at a slam, drawing on sportswear but with a real couture twist.” (Source: Dior Official Website)
Luxury fashion brands are increasingly embracing the golf resurgence that’s experiencing a resurgence among younger audiences. Last year, for example, Gucci launched its own nine-piece golf collection that paid homage to the sport’s heritage.
Dior’s venture, however, is described as its first-ever golf capsule, signalling a targeted push into the growing niche. “Golf is very much in the zeitgeist right now, from the resurgence of the hero-era 90s in pop culture to the rise of ‘goblin mode’ online,” said Rachel DeShields, an analyst at e-sports market research firm Newzoo.
“While golf has traditionally drawn an older audience, it’s seen a resurgence among younger players drawn to its accessibility and social aspects, leading to a wider appeal.” While golf’s exact appeal to younger audiences isn’t clear-cut, DeShields suggested its social side and accessibility could be contributing factors.
“Golf offers a social aspect that resonates with younger generations,” she said. “It allows them to connect with friends outside of traditional gaming environments, much like tabletop gaming or card collecting.”
The Dior golf collection is scheduled to launch on July 13, the same day as its Pre-Fall menswear show that will be held at the TWA Flight Deck at JFK Airport in New York.
