Brand Introduction - DIOR

Christian Dior was founded by French fashion designer Christian Dior in 1946. The brand mainly operates in fashion, leather goods, jewelry, watches, perfumes, and cosmetics, and is currently owned by the world's largest luxury goods group, LVMH.

Christian Dior (1905-1957) was born in Granville, Normandy, France. Despite his early enrollment in the Paris Institute of Political Studies to appease his parents, Dior always had a keen interest in art. After graduation, he opened an art gallery, but it closed during the Great Depression due to financial difficulties. At the age of 33, Dior joined Robert Piguet's studio as a fashion illustrator and then moved to Lucien Lelong's fashion house, thus entering the fashion design industry.

In the mid-1940s, Dior decided to establish his own fashion brand, with funding from industrialist Marcel Boussac. They were introduced by a mutual friend, and although Boussac initially invited Dior to become the creative director of Philippe et Gaston, Dior declined. Impressed by Dior's talent, Boussac agreed to finance Dior's own brand.

In December 1946, Christian Dior opened his first fashion store at 30 Avenue Montaigne in Paris, and in February the following year, he held his first haute couture show, launching the Corolle collection and the EN 8 collection, famously known as the "New Look." In March of the same year, Christian Dior Parfums was officially established, releasing its first women's fragrance, "Miss Dior."

By the late 1940s, Dior began expanding internationally. In 1948, he held the first overseas haute couture show in Sydney, Australia, and opened the first boutique on Fifth Avenue in New York. With the introduction of the licensing concept, Dior gradually built a global fashion empire.

Since its inception, the Dior brand has been favored by European royalty and Hollywood stars, such as Princess Margaret of the United Kingdom. On August 21, 1951, Princess Margaret wore a gown designed by Christian Dior to celebrate her 21st birthday, and a month later, she visited the Dior headquarters in Paris. To honor Princess Margaret, Dior held fashion shows at Blenheim Palace in the UK twice.

In 1957, Christian Dior became the first French fashion designer to appear on the cover of TIME magazine. Unfortunately, he died of a heart attack on October 24 of the same year, and his assistant, Yves Saint Laurent, succeeded him as creative director. After Yves Saint Laurent was conscripted into the army, Marc Bohan took over as creative director in 1960.

During the 1960s, Dior continued to expand its business, launching the "Miss Dior" women's ready-to-wear collection and the "Baby Dior" children's clothing line. The company also underwent significant changes: Dior Parfums was acquired by Moët Hennessy, and Dior Cosmetics and Dior Homme were established.

By the late 1970s, Dior had amassed considerable fame, attracting more European royal clients. Notable occasions included the wedding of Farah Pahlavi, the Queen of Iran (1959), her coronation (1967), the wedding of Queen Silvia of Sweden (1976), and the wedding of Princess Diana of the United Kingdom (1980).

In the latter half of the 20th century, economic changes led to shifts in Dior's business structure. In 1978, the Marcel Boussac group went bankrupt, and Dior was acquired by the Willot group, which itself went bankrupt three years later. Since 1984, Dior has been under the management of an investor group led by Bernard Arnault, the current owner of LVMH.

LVMH appointed Italian fashion designer Gianfranco Ferré as the artistic director of Dior's womenswear in 1989. Six years later, the "Lady Dior" handbag was introduced. Originally named "Chouchou," it was designed by Ferré, featuring the iconic Dior "Cannage" quilted pattern and DIOR letter charms. French First Lady Bernadette Chirac gave it as a gift to Princess Diana, who was often seen carrying it in public. In 1996, the bag was officially renamed "Lady Dior" in her honor.

After Ferré's departure, British fashion designer John Galliano was appointed as the new artistic director of womenswear in 1996. Three years later, he launched the "Saddle Bag," which became another iconic Dior handbag. Although it was discontinued for some years, the Saddle Bag was reintroduced by the current artistic director, Maria Grazia Chiuri, in 2018.

In the 21st century, Christian Dior has hosted two significant commemorative events. In 2007, Dior held a haute couture show at the Palace of Versailles in Paris to celebrate the brand's 60th anniversary. Ten years later, Dior organized the "Christian Dior: Designer of Dreams" exhibition in Paris, showcasing iconic designs from 1947 onward.

Christian Dior currently has divisions for perfumes, cosmetics, menswear, and fashion. In 2017, LVMH acquired the Dior fashion division for 6.5 billion euros, marking one of the most notable acquisitions in recent years. All Dior brands are now managed by LVMH.

1905: Christian Dior is born in Granville, Normandy, France.

1946: Christian Dior founds his namesake fashion brand in Paris, France.

1947: Holds the first haute couture show; Christian Dior Parfums is established and releases the first fragrance, "Miss Dior."

1948: Holds the first overseas haute couture show in Sydney, Australia; opens the first boutique in New York.

1950: Christian Dior is awarded the French Legion of Honor.

1951: Princess Margaret of the UK wears a Christian Dior gown for her 21st birthday and visits the Dior headquarters.

1955: Yves Saint Laurent joins Dior.

1957: Christian Dior dies; Yves Saint Laurent becomes the artistic director.

1960: Marc Bohan becomes the artistic director.

1961: Opens the first boutique in London.

1967: Launches the "Miss Dior" women's ready-to-wear collection and the "Baby Dior" children's clothing line, opening the first Baby Dior store on Avenue Montaigne, Paris.

1968: Moët Hennessy acquires Christian Dior Parfums.

1969: Establishes Christian Dior Cosmetics.

1970: Dior Homme menswear division is established.

1975: Launches the first watch collection.

1978: Marcel Boussac group goes bankrupt; Dior is acquired by the Willot group.

1981: Willot group goes bankrupt.

1984: An investor group led by Bernard Arnault takes over Dior.

1985: Bernard Arnault becomes CEO of Dior.

1986: Holds the first fashion show in China.

1988: Christian Dior becomes part of LVMH; Gianfranco Ferré is appointed artistic director of womenswear.

1990: Opens boutiques in New York, Los Angeles, and Tokyo.

1995: Establishes Christian Dior Couture, introducing the Lady Dior handbag.

1996: John Galliano becomes the artistic director of womenswear.

1999: Launches the Saddle Bag collection.

2003: Opens the Dior building in Omotesando, Tokyo.

2006: Launches the Gaucho collection.

2007: Holds a 60th-anniversary haute couture show at the Palace of Versailles in Paris.

2012: Raf Simons becomes the artistic director of womenswear.

2015: Launches the Diorama collection.

2016: Maria Grazia Chiuri is appointed artistic director of women's haute couture, ready-to-wear, and accessories.

2017: Holds the "Christian Dior: Designer of Dreams" 70th-anniversary exhibition.

2018: Reintroduces the Saddle Bag collection.