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For half a century, Dior has maintained its elegance and taste. We often associate Dior with fashion, bags, and perfumes—items women dream of. But do you truly know Dior? Have you seen the other side behind the glamor? Dior’s founder wasn’t born into wealth. Before establishing the brand, he led a difficult life. His passion for art and fashion and his innate sensitivity to style led him to success. Dior was famously fond of flowers, especially roses, which inspired many of his creations.

These flowers inspired Dior’s designs. The “Flower Maiden” dresses recreate the layers of rose petals. Roses bloom with eternal charm on evening gowns. Rose motifs make jewelry romantic. Damask roses are the highlight in perfumes. Dior became a classic not only because of its elegant and innovative designs but also due to the efforts of talented designers like Yves Saint Laurent, Marc Bohan, Gianfranco Ferre, and John Galliano. Their commitment to Dior’s exquisite tailoring pushed the brand to new heights. Today, Dior remains a trusted and sought-after brand. Dior has expanded beyond haute couture to include cosmetics, furs, knitwear, lingerie, jewelry, and shoes, constantly innovating while maintaining elegance and taste.

Shortly after its establishment, Dior expanded overseas. In 1948, it held its first overseas haute couture show in Sydney, Australia, and opened its first boutique on Fifth Avenue in New York. This marked the beginning of Dior’s global fashion empire. Since its founding, Dior has been favored by European nobility and Hollywood stars. Princess Margaret of the UK was a big fan. On August 21, 1951, she wore a Christian Dior gown to celebrate her 21st birthday and visited Dior’s headquarters in Paris a month later with the designer.

In the 1960s, Dior expanded its business and product lines, introducing Miss Dior ready-to-wear and Baby Dior children’s clothing. Dior also underwent significant changes. Dior Parfums was acquired by Moët Hennessy. Dior Cosmetics and Dior Homme were established. By the late 1970s, Dior had gained more recognition and attracted more European royal customers.

Dior dresses were showcased at major events like the wedding and coronation of Iranian Queen Farah Pahlavi, the wedding of Swedish Queen Silvia, and the wedding of British Princess Diana. The economic shifts in the latter half of the 20th century led to changes in Dior’s business structure. In 1978, Dior’s parent company Marcel Boussac went bankrupt, and Dior was acquired by the Willot Group, which also went bankrupt three years later. In 1984, Bernard Arnault’s investment group, now LVMH, took over Dior. Christian Dior now has divisions for perfumes, cosmetics, menswear, and fashion, including haute couture, ready-to-wear, bags, and shoes.

In the new century, Dior started engaging with younger consumers, aligning the brand’s image with modern youth. Millennials are becoming the main fashion consumers, and they are less brand-loyal, resistant to traditional media promotions, and skeptical of luxury brand cultures.

Dior’s design style focuses on wearability in real life. White ribbon Dior heels and sheer tulle skirts are more mix-and-match-friendly compared to the coordinated outfits of the previous generation. Dior reconstructed its aesthetic to appeal to the millennial demand for personalized designs, enhancing its brand identity. By incorporating youthful lifestyles, Dior increased its interaction with consumers. The white ribbon Dior heels are highly recognizable on social media and street style, loved by the younger generation. The omnipresent Dior logo has become a new trend symbol, aligning with the big logo trend in current fashion culture.

In China, Dior engages popular young celebrities as brand ambassadors. Angelababy, Dior’s brand ambassador in China, brings the brand greater exposure among young audiences. However, young celebrities’ unstable images and inherent controversies pose risks for a high-quality luxury brand. Over half a century, the small fashion house founded by Dior in 1946 has become a key brand in the luxury empire through complex business maneuvers.