“The connection we develop to a place can be extremely powerful. I felt it right away when I stepped inside 30 Avenue Montaigne, the House’s historic birthplace. I thought about creating a new line that would reflect the identity of the House and, at the same time, offer women the opportunity to create a « My Dior » allure in harmony with their lifestyle.”
Maria Grazia Chiuri
30 Avenue Montaigne. It was love at first sight for Christian Dior, who would transform this hôtel particulier “with its neat proportions” , as e described it, into a sumptuous setting, inaugurating it on the morning of 16 December 1946, only a matter of weeks before the House’s memorable first show. 30 Avenue Montaigne has been the beating heart of Dior ever since. In tribute to this, Maria Grazia Chiuri named her new line « 30 Montaigne » : a series of pieces that make up the ideal mini wardrobe, a synthesis of iconic Dior looks. The New Look, embodied by the Bar jacket and a pleated skirt, as well as houndstooth, mixes with contemporary codes introduced by the Creative Director. The very essence of Dior is also distilled in a collection of classic bags with customizable metal clasps .
The idea was to construct a genuine Dior wardrobe that reflects the spirit of the House, with pieces emblematic of its immutable elegance. This new collection is easily identifiable, starting with the Dior Book Tote bag, whose pure and personalizable design make it a must-have accessory. Then there is the white shirt, an understated but indispensable symbol of elegance that transcends gender, and the skirt, with which Monsieur Dior redrew the feminine silhouette and which Maria Grazia Chiuri has in turn reinterpreted according to her own vision. Lastly, the 30 Montaigne bag, inspired by the House’s more recent history and exemplifying this sense of creative renewal.
The excellence of savoir-faire is expressed through a selection of natural materials: wool and silk, but also cotton and lace, and denim, which has infused the Dior universe with a new energy. The colors celebrate the most classic of contrasts: black and white, revealed in different tones depending on the chosen material and finish.
The 30 Montaigne line will be available in a selection of Dior boutiques, with a unique display concept specifically conceived for a timeless collection designed to complement the seasonal collections.