• Worth the hype: are Dior's Air Jordans the most-wanted trainers of all time?

    4 days ago - By The Guardian

    The fashion house's update of Michael Jordan's classic footwear is set to bring joy to sneakerheads and point the way forward for luxury shopping. Is this the restart of hype? Two months ago, it was modish to theorise that consumer desire for extravagant luxury fashion might never recover from the pandemic. But two months is a long time in fashion, and this week sees the blockbuster must-have come roaring back into style. On 1 July, an online prize draw will decide the lucky few who have won the privilege of spending £1,800 on the new Air Dior trainers. Even by the hype standards of the...
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