"
Dior fertilizer is gold
," asserted an advertising campaign by factories in Granville belonging to the couturier's family at the start of the 20th century.
At the very end of the same century, the gilded perfume Dior J'adore pulled the thread of the metaphor.
But the genius of this name does not only come from its last two letters.
There are also the first two!
"Di", like Lady Di, which was not lost on a marketing ace when it came to baptizing a small shopping bag popular with the "princess of hearts" in the mid-1990s.
“
The story begins in September 1995, when Princess Diana was invited by LVMH to inaugurate the “Cézanne” exhibition at the Grand Palais and her host, the wife of the President of the French Republic, Bernadette Chirac, sent to Christian Dior an emissary responsible for choosing a bag as a present,
recalls Soizic Pfaff, director of Dior Héritage.
It will be a daytime model from the Cannage line in quilted polyester which will finally, in a hurry…
This article is for subscribers only.
You have 82% left to discover.
Black-Friday
-70% on digital subscription
I ENJOY IT
Already subscribed?
Login