Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Dior Bets on Men’s Grooming With Sauvage London Pop-Up

The LVMH-owned beauty and fashion juggernaut is leaning on its Sauvage franchise, now the number one men’s fragrance in the world, to power a deeper entry into the men’s grooming market.
Dior's Fort Sauvage pop-up at arts venue Somerset House in London.
Dior's Fort Sauvage pop-up runs from Sept. 25 to 28 at arts venue Somerset House in London. (Matthew Beedle for Christian Dior Parfums)

On Wednesday, Dior unveiled its latest pop-up experience, a multi-room installation called Fort Sauvage located in central London and open to the public from Sept. 25 to Sept. 28.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Dior Opens ‘Gold House’ in Bangkok

The French mega-label unveiled a temporary concept store in the Thai capital on Dec. 8, amid a flurry of investments in the country’s fast-growing luxury market.

About the author
Brennan Kilbane
Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Beauty
Analysis and advice on the fast-evolving beauty business.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON