Dior past and present has captured the hearts and the fantasies of the fashion conscious since its foundation. Dior Empire has been built around one-man dream’s.
The fashion house Christian Dior has made himself known throughout the world and has contributed to the emergence of Paris as a global fashion capital. This brand fascinated with the glamorous image and elegance it conveys.
On the other hand, through the passion for the profession and aesthetics that emanates from its products, Christian Dior knows a worldwide success. His collaborations with many artists and filmmakers, authors noticed campaigns through exceptional staging and soliciting many muses world-renowned, Dior has become a staple in luxury home environment.
Indeed, the brand has had its share of celebrity. Princess Diana carried the ‘lady Dior’ handbag on her wrist in ’95, giving it iconic status. Eva Green, Monica Belluci and Sharon Stone are some of the more recent brand ambassadors.
the lady Dior bag:
We will now go through Dior history. We will expose the fashion Dior fashion revolution.
Some figures
1947
In 1947 Christian Dior open his fashion house at 30 Avenue Montaigne in Paris at the age of 30. Christian Dior known that this little town house will be home to his couture label. At this time he was financially support by Marcel Boussac , a businessman.
The new look:
In the same year he launched his first fashion collection, the revolutionary, full-skirted « New Look ». It was an international success. The silhouette was characterised by a small, nipped-in waist and a full skirt falling below mid-calf length, which emphasized the bust and hips, as epitomized by the ‘Bar’ suit. He declared, “I wanted my dress to be “constructed” moulded on the curves of female body whose contours they would stylise. I accentuate the waist, the volume of the hips, I emphasised the bust”. Christian Dior wanted to give back to women their taste of light heartedness, the art of seduction. It was a fashion revolution.
The New Look became extremely popular, its full-skirted silhouette influencing other fashion designers well into the 1950s, and Dior gained a number of prominent clients from Hollywood, the United States, and the European aristocracy.
The New Look was welcomed in Western Europe as a refreshing antidote to the austerity of wartime and de-feminizing uniforms, and was embraced by stylish women such as Princess Margaret in the UK.
The brand has had its share of celebrity. Princess Diana carried the ‘lady Dior’ handbag on her wrist in ’95, giving it iconic status. Eva Green, Monica Belluci and Sharon Stone are some of the more recent brand ambassadors.
Creation of the first perfume: Miss Dior Cherie. Dior revolutionized the perfumery industry with the launch of the highly popular
Miss Dior perfume, which was named after Catherine Dior (his sister).
The brand growth:
In 1948, Dior launched a ready-to-wear store on the Fifth Avenue in New- York city. He was the first couturier to arrange licensed product of his work (hats, gloves, ties…) thinking that a complete look with accessories is important. By the end of the year, Dior fashions made up 75% of Paris’s fashion exports and 5% of France’s total export revenue.
1957
Christian Dior appears on the cover of « Time » magazine, with his famous left-handed scissors. The designer soon afterwards died from a third heart attack. The captivating impact of Dior’s creative fashion genius earned him recognition as one of history’s greatest fashion figures.
From 1957 a number of talented couturiers was directed the Dior fashion house such as Yves Saint Laurent, Marc Bohan, John Galliano, Hedi Slimane or since 2012 Raf Simons. They all such as Christian Dior dedicated their creative talent to the Dior house, and its fashion revolution.
For instance, Yves Saint Laurent’s first collection the pyramid-shaped « Trapeze » line, was highly applauded at that time. The clothes were as meticulously made and perfectly proportioned as Dior’s in the same exquisite fabrics, but the young designer made them softer, lighter and easier to wear.
Saint Laurent was hailed as a national hero. Emboldened by his success, his designs became more daring, culminating in the 1960 Beat Look inspired by the existentialists in the Saint-Germain des Près cafés and jazz clubs. His 1960 bohemian look was harshly criticized, and even more in Women’s Wear Daily.
In 1968, Dior Perfumes was sold to Moët-Hennessy (which would itself become LVMH). With the LVMH group, one of the luxury brands group worldwide leader.
Through the years, Dior launched some fragrances such as Eau Sauvage (1966), J’Adore (1999), Fahrenheit (1988), Dior Addict (2002) and Dior Homme (2005).
Superstition at the heart of Dior:
Christian Dior was a very superstitious man, always looking for sing and consulting fortune-tellers. Fortune tellers were to accompany him throughout his life, allows him to ease him heavy heart, continue to hope and live or simply making decisive career choices. He believed in his lucky star. In his memories he wrote “Chance always come to the aid of those who really want something”.
Written by Sophia Capo
Literature:
http://www.dior.com/couture/en_gb/the-house-of-dior/from-1947-to-2014
http://www.dior.com/beauty/fr_fr/minisite/th/jadore.html#page/home/gold
Dior vs Chanel 