Dior's expo presence strengthens ties with China

Alongside the other houses of the LVMH group, Dior is presenting the plurality of its heritage and virtuoso inventiveness at the China International Import Expo from Nov 5 to 10 in Shanghai, a unique event that reaffirms the unbreakable ties between Dior and China.

Dior has participated in the CIIE three times since 2019. This time's participation has further deepened the understanding of Chinese culture and continued the indissoluble bond with China.

To showcase the richness of the Dior universe, Dior has chosen to stage its icons from the Bar jacket to the Lady Dior bag and the Parfums Christian Dior creations, such as the enchanting Miss Dior mini-trunk and the emblematic Miss Dior Eau de Parfum with its jacquard bow, as well as the Dior Micro-Peeling, a subtle gem of technological innovation promising the most radiant skin.

Dior brought the Bar jacket, symbol of the "New Look" to the exhibition — the key collection that supports the founder, Christian Dior, to launch his first Haute Couture collection — as well as the Miss Dior fragrance that Christian Dior designed in memory of his younger sister.

In addition to the classic collection, Dior also brought advanced technology to the exhibition, such as VR glasses that can let audience have an immersive experience.

Extending this singular experience, a virtual reality tour of 30 Montaigne opened the doors to that "kingdom of dreams".

After over two years of renovation, the legendary birthplace of the House — 30 Montaigne — is now home to La Galerie Dior, the boutique, Le Restaurant Monsieur Dior and La Patisserie Dior, etc. Audience can enter the 30 Montaigne to have a virtual immersive experience through these glasses.

On the first day of the opening of the Dior booth, actress Zhang Keying was invited to the site to explore the Dior universe with the audience.

"Dior has always been the most advanced and elegant for me. Coming here is wonderful, involving both history and novelty. Maybe real elegance is to keep pace with the times," says Zhang.

An object of art and desire, the Lady Dior bag has been reinterpreted for the seventh edition of the Dior Lady Art initiative by Chinese artist Wang Yuyang, whose reinvention was unveiled to visitors in an exclusive preview.

"The design by Wang uses embroidery technology, which actually shows a sense of 3D-like relief. Carrying it is actually equivalent to carrying a piece of art," Zhang says.

According to Zhang, the Dior Lady Art project has been held for the seventh edition since its launch in 2016. Artists from all over the world have been invited to redesign and present this timeless icon.

From Christian Dior to Maria Grazia Chiuri, the artistic directors have celebrated world cultures through their designs, imbuing them with memories of China.

For spring-summer 1948, without ever having traveled to China, Christian Dior designed a look baptized Shanghai.

In 1980, the dialogue continued and crystallized as Dior opened its first boutique in Hong Kong, followed by Shanghai in 1994.

In 2008, 21 Chinese artists revisited the House's universe and codes at UCCA in Beijing. Next came the traveling exhibition Lady Dior As Seen By, first presented in Beijing and Shanghai, which invited artists from around the world to share their vision of this emblematic bag.

In 2014, the Miss Dior exhibition opened in Shanghai, and Dior made its debut at the China International Import Expo in 2019.

Two years later, the fall 2021 collection show was held in Long Museum West Bund, and Art'N Dior retrospective, which traveled from Shenzhen to Shanghai, highlights its collaborative projects. This scenographic story crowns more than 70 years of virtuoso passion, reinforcing more than ever the sincere ties between Dior and China.