In 1946 on Paris' Avenue Montaigne Christian Dior set up his fashion house. Dior was the first couturier to license his designs to be produced on a global scale, this enabled him to start building his empire which included ready-to-wear, accessories and beauty products.
The target market for Dior is women who have or want a bourgeois lifestyle, enjoy fashion, high quality design and like to show off a feminine form.
In 1947 Christian Dior produced the collection called The New Look, this revolutionary look become a staple look for Dior.
Furthermore 1947 was the start of Dior's line of perfumes, the first was Miss Dior.
By 1950 Jaques Rouët had contracted a plan to have Dior's name visible on a number of goods, the first was neckties.
In 1956 Diorissimo was launched, the main scent is the lily which is know as Dior's favourite fortune flower and Christian Dior believed it to be the symbol of hope. The other scents are ylang-ylang, jasmine, amaryllis and boronia.
In 1958 Yves Saint Laurent produced his first collection for Dior, however in 1960 he had to give up his position as he was called upon to join the army. Laurent's collections were met with great reviews due his daring and provocative designs.
The Dior label was purchased by Bernard Arnault in 1984 for "one symbolic franc".
In 1997 John Galliano was appointed creative director, many suggest the reason Galliano was offered the job was because Anna Wintour editor in chief at American Vogue greatly supported Galliano. Also in 1997 Dior's famous saddle bags were created. Galliano's first photo shoot was shot by Nick Knight and featured two models simulating intercourse, this is where the start of porn chic fashion started.
2011 was the year that Galliano's reign at Dior ended this lead to Raf Simones being appointed as the new creative designer in 2012.
Head Designers ar Dior:
1947 - Christian Dior
1958 - Yves Saint Laurent
1960 – Marc Bohan
1989 - Gianfranco Ferre
1997 – John Galliano
2011 – Bill Gaytten
2012 – Raf Simons
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