Dior launches exercise equipment with Technogym
Christian Dior has confirmed its sporting ambitions. After the singularly athletic looks that made up part of the Spring/Summer 2022 collection unveiled by the label during Paris Fashion Week, LVMH's flagship brand has announced a partnership with Italian gym equipment specialist Technogym.
The collaboration is a first for the Cesena-based fitness multinational, which has also been diversifying its offering through digital services and boasts revenues of around half a billion euros. With this link-up, baptized "Dior and Technogym Limited Edition," the company is diving headfirst into the world of luxury.
As for Dior, the couture house has been doubling down on its efforts in the sport segment of late. In a release, the brand highlighted that the collaboration is connected to Dior Vibe, a line of sportswear conceived for Dior's Cruise 2022 collection, which was shown in Athens this June and includes leggings, boxing shorts and sports bras.
For the collaboration with Technogym, Dior creative director Maria Grazia Chiuri has personalized a connected treadmill, a multifunctional weight bench including accessories such as dumbbells, and an exercise ball. The pieces are white and feature the Technogym logo, as well as the Christian Dior name between two horizontal black stripes. The design is finished with the Dior star, the good luck symbol of the brand's founder.
The collection will be available in Dior stores around the world starting January 2022.
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