DIOR CRUISE 2018 | DIOR SURF CLUB

The annual cruise collections have fast become the most glamorous, highfalutin shows of the entire year; budgets are poured into every one, not only for that all-important Instagram moment, but also to ensure the industry is still talking about that show long after it’s seen all the others. (This season sees Louis Vuitton take Kyoto, Gucci in Florence and Valentino in New York.) A game of one-upmanship means every one gets bigger and better. And so it was to Los Angeles for Dior, where the house has only just returned from Tokyo for a re-run of its couture collection and to present men’s (yes, you’re nothing in fashion these days unless you travel).

The evening before the main event, guests who had come from far and wide were welcomed to a pre-party staged at a beach-front venue in Pacific Palisades, unrecognisable once the house had Dior-ified the place with logo’d surf boards, lifeguard rings, custom ping pong tables, and football machines. As the sun dipped down past the Pacific horizon, platters of wagyu beef, sea bass, and lobster were served, all washed down with Ruinart champagne.

via vogue.co.uk