Customer who received repair guidance from the France headquarters

Bag retrieved after waiting over a year

Circumstances confirmed in SNS video by domestic repair shop

Suspicions raised about unauthorized relocation and attachment of biz decorations

Controversy over outsourced repairs without customer consent spreads

Dior Korea CEO and store staff sued

It has come to light that French luxury brand Dior, after informing a customer who requested repair for a limited-edition bag that the repair would be handled at its headquarters in France, actually consigned the repair work to a domestic repair company. This revelation has escalated into a legal dispute. The customer has filed complaints with the police against the CEO of Dior Korea, store staff, and repair company officials, and has also reported the case to the Fair Trade Commission.

On May 20, law firm Pyeongjeong announced that, acting on behalf of the customer (identified as "A"), it had filed a criminal complaint with the Yongin Dongbu Police Station in Gyeonggi Province, accusing the CEO of Christian Dior Couture Korea, a staff member of the Dior store in a Gangnam department store in Seoul, and an official from a domestic repair company, of property damage and fraud, among other charges.

The Dior store staff member is accused of deceiving the customer by informing A in December 2024 that the limited-edition luxury bag would be repaired at Dior's headquarters in Paris, France, but in reality consigning the repair to a domestic repair company.

In addition, the repair company official is suspected of damaging the product by arbitrarily replacing and attaching external bead decorations on the bag during the repair process without obtaining the customer's consent.

Repair company official also included on property damage charges

Dispute over AS procedure and prior notice obligation violation

Report of violation of Fair Trade Commission's Act on Labeling and Advertising also received

Follow-up actions also announced to Dior headquarters in France

Previously, A had purchased this bag, which was reportedly the only one introduced in Korea in 2016, for about 7 million won and used it for over eight years. When two or three beads fell off, A visited the Dior store to request repairs.

A assumed the repair would be completed within a few months, but after more than a year had passed, on February 24, 2026, A inquired at the Dior store about the status. The next day, the store returned the bag, stating that the repair had been completed.

About a month later, on March 23, A was shocked to discover a video posted on the social media account of a domestic repair company showing the repair process of their bag. After repeated complaints and inquiries to Dior, it was finally confirmed that the bag, which was allegedly repaired in Paris, had in fact been repaired by a private domestic company.

SNS video of a domestic repair company. Yonhap News Agency

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A's representatives plan to use the police investigation to determine where and how the bag was stored during the one year and two months of the repair process and intend to file additional complaints if further violations are found.

Additionally, Pyeongjeong has reported Dior to the Fair Trade Commission on suspicion of violating the Act on Fair Labeling and Advertising, based on A's request. According to Dior's after-sales (AS) policy, when a customer requests AS, the company must have the product inspected by an expert, confirm whether a defect exists, determine if the defect falls within the warranty, assess whether repair is possible, and inform the customer about the estimated budget and timeframe for the repair.

Subsequently, the repair should only proceed after obtaining the customer's consent. However, according to Pyeongjeong, the Dior store staff bypassed these procedures and unilaterally informed the customer that the bag would be sent to Dior's Paris headquarters for repair. If the Fair Trade Commission's investigation confirms a violation of the labeling and advertising laws, Dior could face fines.

A Pyeongjeong representative stated, "In addition to the police complaint and the Fair Trade Commission report, we will continue to take follow-up actions, such as sending a formal notice to Dior's headquarters in Paris to inform them of the seriousness of this incident."