Holy Peony EDP 250ml

About the Brand

Dior, a brand rooted in history and just as luxurious as it sounds. An internationally renowned brand since 1946, the French fashion house acclaimed for its elegance and timeless femininity. A leading company that has remained at the top of fashion's hierarchy for over 70 years, Dior's unique look has influenced the world of fashion since the beginning. Innovative but traditional, Dior maintains its reputation as creator of recognized haute couture. From their ready-to-wear fashion, leather goods, accessories, or footwear, Dior changed the game forever. To this day, the brand is all around us in some way, shape, or form - even if we don't know it.

Founded by Christian Dior, born January 1905, the fashion house was established in December 1946 at 30 Avenue Montaigne in Paris. Dior's first collection launched on February 12th for Spring / Summer 1947 at the company's head quarters. An instant success, Harper's Bazaar Editor-In-Chief Carmel Snow strongly believed in Dior's talent. "It's quite a revolution, dear Christian! Your dresses have such a new look," she exclaimed. Thus, the "New Look" became a trademark. Introducing unique silhouettes consisting of shorter, fuller skirts, tighter waists, and accentuated busts - Dior's pieces were revolutionary, especially in the 40s. "I wanted my dresses to be 'constructed', moulded on the curves of the female body whose contours they would stylish. I accentuated the waist, the volume of the hips, and I emphasized the bust. In order to give my designs more hold, I had nearly all the fabrics lined with percale of taffeta, renewing a tradition that had long been abandoned," said Christian Dior.

The brand continued to flourish. By the mid 1950s the house of Dior was a highly respected fashion empire. Dior dressed countless celebrities including Marlene Dietrich, Ava Gardner and members of the royal family.

Upon the tragic death of Christian Dior in 1957, 21 year old Yves Saint Laurent took the creative reigns of the acclaimed fashion house. Saint Laurent kept Christian Dior's legacy alive by using the same fabrics, keeping the proportions and silhouettes relatively similar. However, Saint Laurent's collections featured pieces that were softer, lighter and easier to wear. Saint Laurent's designs became more daring due to his success at the fashion house until 1960 when his bohemian collection was harshly criticized. Saint Laurent was called up to join the French army, thus forcing him to leave Maison Dior, which raised no objection with the Dior management.

Following the departure of Yves Saint Laurent, Marc Bohan was appointed creative head in the late 1960s. Instilling a more conservative style, he was credited as the man who kept the Dior label "at the forefront of fashion while still producing wearable, elegant clothes" and Women's Wear Daily claimed that Bohan "rescued the firm." In 1967, Bohan's assistant Philippe Guibourgé launched the brand's first French ready-to-wear collection called "Miss Dior."

In 1989, Italian-born Gianfranco Ferré replaced Bohan as head designer. As the first non-French designer to take the creative reigns at Dior, Ferré left behind the traditional Dior aesthetic. With a reputation for feminine, romantic silhouettes, Ferré introduced a new style concept described as "refined, sober and strict." As head of Haute Couture, Haute Fourrure, Women's Ready-To-Wear, Ready-To-Wear Furs and Women's Accessories collections, Ferré was awarded the Dé d'Or. Commonly known as the "Golden Dice" the Dé d'Or was awarded twice a year in France to haute couture designers from 1976 - 1990.

By 1990, Dior boutiques were opened in upscale New York City, Los Angeles and Tokyo shopping districts. That year, Dior's revenue was 129.3 million USD, with a net income of $22 million. By 1995, the label's revenue rose to 177 million USD, with a net income of $26.9 million.

Also in 1995, Bernadette Chirac (wife of former French President Jacques Chirac) contacted Christian Dior, explaining that she wished to gift the Princess of Wales a unique handbag upon her visit to Paris. The Maison created a structured black bag, unofficially named the Chouchou. It was presented to Lady Diana at the Cézanne exhibition at the Grand Palais. Shortly after, the bag was seen on the arm of the Princess during her visit to a children's home in Birmingham. She was photographed that day with bag, holding a child in her arms. A few weeks later, she was photographed again with her favourite bag during a state visit to Argentina. Described as "iconic" and "legendary", Dior launched the bag in a larger series and changed the name to the "Lady Dior" in 1996 with Princess Diana's blessing. Two hundred thousand models were sold in two years, thus Dior's leather goods turnover massively increased.

Chiuri's Dior has since produced many notable pieces including the J'Adior handbag line, basic tees with "We Should All Be Feminists" prominently printed across it and a new Dior logo. Although time continues to progress and changes in the fashion industry are always occurring, Dior continues to produce beautiful, timeless pieces that remain innovative and original. Truly a brand with a fascinating backstory, Dior remains one of the most prominent and important fashion houses of our time.