The store located at 30 Avenue Montaigne in Paris is the birthplace of the first collection of Christian Dior, the founder of the Dior brand. After a renovation, the building has been given a new look and has now reopened as La Galerie Dior, shining with the brand's brilliance. Following the success of the eye-catching first exhibition last year, this year the Dior Museum brought a second exhibition, presenting a fashion journey through time and space and revealing the fascinating historical traces of the Dior brand.
Back in 1956, Mr. Dior wrote in his memoirs: "This must be 30 Avenue Montaigne." At that time, he used this small private residence (Hôtel Particulier) as the starting point of his haute couture brand. He firmly believes that although this building is small, it can carry his ambitions and dreams. At that time, there were only two Couture Flou studios in this place, responsible for elegant designs, and a Tailleur studio, which specialized in tailor-made and rigorous structural designs. Within a few years, however, Dior had expanded to other nearby buildings.
Over the past 70 years, Dior has successively launched various series in this building, driving the trend of "New Look" and leading a revolution in the fashion industry. In 1947, at Dior's first fashion show, a style displayed was dubbed the "New Look", emphasizing women's pursuit of personal charm. In the era of post-war reconstruction, women were energetic and confident, and began to recognize the power of sensuality. Mr. Dior perfected the female body, and 30 Avenue Montaigne became a witness to this historic turning point.
With its unique setting, the Dior Museum perfectly displays the essence of Parisian haute couture while retaining the historical memory of this location. The exhibition features a variety of looks, original manuscripts, archival documents, accessories, and some stunning works shown for the first time. Within this venue, multiple sources of inspiration are showcased: from the magnificent gardens to the gorgeous balls, to the exquisite craftsmanship of the craftsmen (Petites Mains), as well as the artists who work closely with the brand. Each different space echoes and enriches the precious heritage of the House of Dior since its founding.
This museum bears witness to the bold and forward-looking ideas of Monsieur Dior and his six successors. This journey shows the birth of Miss Dior, a ready-to-wear line launched by Marc Bohan in 1967. Through previously unpublished documents, we learn the story behind this pivotal moment. More importantly, through the free and swinging clothes of the 1960s, we can feel the brand's desire to provide clothes for all women.
The dreamy silhouettes of Dior’s current creative director of menswear, Kim Jones, are on display for the first time in the Art Affinity gallery. The showroom has been transformed to celebrate the many artistic collaborations he initiated for his menswear collections. The looks in the exhibition are inspired by contemporary artists Raymond Pettibon and Peter Doig, respectively from the 2019/20 and 2021/22 autumn and winter menswear collections, allowing visitors to Immerse yourself in a unique narrative that combines Dior with contemporary art.
The museum takes us back to the 18th century and reveals Dior's endless inspiration. These inspirations are reflected in carefully selected clothing, accessories and decorations, while evoking Monsieur Dior's fascination with the splendor of the Age of Enlightenment through objects and photographs. His successors admired it, and last year Maria Grazia Chiuri conceived a pleated tulle and lace dress for the Marie Antoinette collection , worn by actress Emilia Schüle. It is not only a tribute to the Dior brand, but also a contemporary interpretation of history and art, connecting with a bygone era.
The Dior Museum displays the brand's historical heritage, highlights the wonderful adventure between inheritance and innovation, and becomes an inexhaustible source of inspiration for the brand's creative director. They are committed to capturing the spirit of the times and expressing what Mr. Dior referred to as "the secret ambition of women." No. 30 Avenue Montaigne, this dreamlike fashion palace, leads us into the magnificent world of Dior and inspires countless people to pursue the journey of beauty.
