Daily Insights

Dior’s Dashing Drive

By: Mackenzie Baker | Jun 22, 2020

Dior is partnering with scooter brand Vespa on the Vespa 946 Christian Dior scooter, named in homage to the year both brands launched, 1946. To commemorate the anniversary, the Italian and French brand have united to deliver a unique and lavish collaboration. As part of its Spring 2021 line, the French fashion house released the branded scooter and matching accessories line complete with a monogrammed helmet and matching top case designed to fit perfectly on the scooter’s luggage rack. The Vespa 946 Christian Dior will be a limited-edition collection that customers can purchase in Dior boutiques as well as a limited number of Piaggio’s Motorplex stores upon its launch. 

The scooter’s debut was part of a larger collection by Dior centered around Italian culture, but COVID-19 disrupted the brand’s planned presentations. The collection was originally supposed to debut in Lecce, Italy this past May, but was canceled to accommodate Italy’s pandemic closures. Due to these pushbacks, Dior has yet to publish any images from its new collection. Vespa, however, already announced the scooter partnership on its Instagram, releasing new photos of the Vespa 946 Christian Dior using the hashtag #DiorVespa to promote the collaboration. The brand also included a link to its website where fans can learn more about the limited-edition scooter. The partnership could allow Dior to continue diversifying beyond traditional luxury fashion, as it has been doing in recent years to engage with its Gen-Z consumers, as noted in a Gartner report on the topic. 

Dior and Vespa’s new partnership scooter is tailor-made for fans dreaming of a luxurious, European getaway amidst the bleakness of pandemic reality. As travel picks up again and consumers lean into luxury shopping post-pandemic, Dior and Vespa could be met by fans eager to journey in style.