Welcome to La Galerie Dior!
The application allows you to enrich your visit and discover exclusive content.
Welcome to La Galerie Dior!
The application allows you to enrich your visit and discover exclusive content.
04.3
Diorling: conquering ready-to-wear
From the outset, the House of Dior has worked closely with the United Kingdom, where it organised its first show at the Savoy Hotel in London in 1950.
“Thus the New Look became symbolic of youth and the future.”
Two years later, the company C.D. Models Ltd. was founded with the purpose of recreating Haute Couture pieces in ready-to-wear formats for sale in high-end stores.
In autumn 1967, under the direction of Marc Bohan, Dior opened its first Miss Dior ready-to-wear boutique in Paris to “exalt the lifestyle of the active and joyful woman”. Just a few months later, this new concept was exported to London with the launch of the Diorling line, which was named after the 1963 perfume. Jorn Langberg, artistic director of Christian Dior London, offered a youthful fashion that was easy to wear. Such was its success that, at the opening in March 1968, the boutique received its clients by appointment only.
The ready-to-wear craze among fashion designers in the 1960s radically changed people’s relationships to clothing and labels: with its branding, serial manufacturing in standardised sizes, and immediate availability at affordable prices, it reflected a shift in society that Dior embodied in all its modernity.
Continue your discovery of the history of the House of Dior…
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05
The art of the bow
04.3
Diorling: conquering ready-to-wear
From the outset, the House of Dior has worked closely with the United Kingdom, where it organised its first show at the Savoy Hotel in London in 1950.
“Thus the New Look became symbolic of youth and the future.”
Two years later, the company C.D. Models Ltd. was founded with the purpose of recreating Haute Couture pieces in ready-to-wear formats for sale in high-end stores.
In autumn 1967, under the direction of Marc Bohan, Dior opened its first Miss Dior ready-to-wear boutique in Paris to “exalt the lifestyle of the active and joyful woman”. Just a few months later, this new concept was exported to London with the launch of the Diorling line, which was named after the 1963 perfume. Jorn Langberg, artistic director of Christian Dior London, offered a youthful fashion that was easy to wear. Such was its success that, at the opening in March 1968, the boutique received its clients by appointment only.
The ready-to-wear craze among fashion designers in the 1960s radically changed people’s relationships to clothing and labels: with its branding, serial manufacturing in standardised sizes, and immediate availability at affordable prices, it reflected a shift in society that Dior embodied in all its modernity.