Dior launches online store in South Korea. French fashion brand Dior launched an online store in Korea on Wednesday, its first in Asia. The online boutique not only offers its steady sellers, including Lady Dior and Diorama bags, but also sells shoes including loafers and espadrilles, plus accessories like earrings and sunglasses. Customers also can view new products from the 2016 fall collection. Analysts said Dior chose Korea for its first Asian online store because Koreans are up with the latest fashion trends and familiar with online shopping. They said the growing popularity of K-beauty and K-fashion in Asia also affected Dior’s decision.

French fashion brand Dior

Among foreign luxury brands, Gucci and Burberry operate online boutiques in Korea, and Salvatore Ferragamo offers its products through online department stores. In April, the French luxury brand sparked public outrage for an artwork which depicted Korean women as materialistic. The controversial advert was published on its flagship store in Seoul, Jakarta Post reported. The piece entitled Korean Woman by artist Lee Wan shows a young woman holding a Lady Dior bag and standing along an unknown adult entertainment district with random surrounding signs.

Luxury goods company Christian Dior apologized for a controversial photo it exhibited, after facing criticism that the photo seems to be disparaging Korean women as selling sex to buy a luxury bag. Dior removed the photo from the exhibition. It said in a press release that Dior stresses the progressive spirit of women, making efforts to arouse their self-esteem, develop respect for women and enhance their rights. Supporting women’s beauty and happiness and enjoying art and culture are the utmost values that Christian Dior follows, it added.