Dior puts an end to Nike collaboration rumours

By

Marion Deslandes

Translated by
Erin Floyd

Published
Feb 22, 2017

The French fashion house announced via a press release that it has no plans for a collaboration with Nike. The development comes after Dior Homme creative director Kris Van Assche published – and then deleted – a visual of the French couture label’s name above the Nike tick.

 Gossip on the potential collaboration then spread to social media, with fans of both labels hoping that the post was an indicator of an eventual co-branded collection, in the same style as the Instagram announcement of the Supreme and Louis Vuitton collaboration.

The incident is a potent reminder of the importannce and scope of social media posts by creative directors and other fashion label employees – even a lighthearted parody can fuel intense speculation and end up necessitating official comment.