When fashion giant Dior decided to make its entire upcoming spring/summer menswear collection a collaboration with Travis Scott, co-branded with his Cactus Jack label, the company thought it was entering into an invaluable partnership with a youth-culture titan. But in the wake of the fatal tragedy at Scott’s Astroworld festival, Dior is now facing an unprecedented business nightmare, experts said. “It is an apocalyptic marketing turn for that brand,” says Eric Schiffer, chairman of Reputation Management Consultants, “when you double down on this icon to Gen Z that now has effectively detonated in your face.”
“We’re very concerned,” says a Dior…
“We’re very concerned,” says a Dior…
