Booklet presentation of the house of Dior
This booklet dated 1953 was a presentation of the house of Dior, and of its international activities.
This booklet, dated 1953, was a presentation of the House of Dior and its international activities. It introduced its subsidiaries, boutiques and licenses throughout the world. The House operated on five continents, less than six years after it was launched. This booklet is a rather rare copy, which was distributed within the House.
“Growing both in age and in size, Maison Christian Dior was making its way in the world.” - Christian Dior
A visionary, Christian Dior very early on saw the value of establishing the House abroad and created designs adapted to the local clientele. This is how many international labels were launched.
In 1957, the House of Dior alone accounted for over half of all French Haute Couture exports worldwide.
Designs were made of fabrics tailored to the countries for which they were intended. It became very expensive to buy the rights to reproduce and distribute Dior designs, and the name Christian Dior became famous throughout the world. The House of Dior was the first to adapt its organization to the modern, post-war world, in which the international dimension was pivotal.
© Collection Dior Héritage, Paris
