after the 1940 armistice. Piguet, still in Paris, asked him
to resume his prewar position, but Dior was late in re-
plying and found the position already taken by Antonio
del Castillo in the fall of 1941. Dior then went to work
for Lucien Lelong, together with another young de-
signer, Pierre Balmain. The two shared design responsi-
bilities throughout the war: “Balmain and I never forgot
that Lelong taught us our profession in the midst of the
worst restrictions,” said Dior. The personality of Lucien
Lelong, the clever president of the Chambre syndicate
de la couture parisienne (association of haute couture)
throughout the German occupation of France, deeply in-
fluenced the future couturier. After his study trip to the
United States in 1935 and the launch of his Edition line,
Dior had developed an interest in foreign markets and
high-end ready-to-wear. In contrast, he saw fashion un-
der the German occupation as “appalling” and exclaimed:
“With what vengeful joy did I do the opposite later.”
It was nonetheless a productive period for him: films
(Le Lit à colonne by Roland Tual [1942], Lettre d’amour
[1942] and Sylvie et le fantôme [1945] by Claude Autant-
Lara, Échec au roi by Jean-Paul Paulin [1943], and Paméla;
ou, L’énigme du temple by Pierre de Hérain [1945]) and
Marcel L’Herbier’s play Au petit bonheur (at the théâtre
Gramont, December 1944) gave him the opportunity to
escape from the textile rationing that governed ordinary
clothing and to conceive, often for Odette Joyeux, his-
torically inspired costumes full of long dresses and ex-
travagant designs.
After the Liberation, Dior’s colleague Pierre Bal-
main opened his own couture house in 1945 on rue
François Ier and encouraged Dior to do the same. Mar-
cel Boussac, a major French textile manufacturer and
president of the cotton-marketing syndicate, offered Dior
the artistic direction of the Gaston firm (formerly called
Philippe et Gaston) on rue Saint-Florentin. Considering
the business outmoded, Dior suggested instead that he
start a couture house “where everything would be new,
from the state of mind and the personnel to the furnish-
ings and the premises,” in view of the fact “that foreign
markets, after the long stagnation of fashion due to the
war, were bound to demand really new fashions.” Mar-
cel Boussac invested sixty million francs in the project.
The House of Dior
In 1946 Dior chose a private mansion located at 30, av-
enue Montaigne as the site of his own firm, which was
established on 8 October 1946. The enterprise had four
models and eighty-five employees, sixty of whom were
seamstresses. The management team, in addition to the
head couturier, included a financial director (Jacques
Rouet), a studio head (Raymonde Zehnacker, who came
from Lelong), a head of workshops (Marguerite Carré,
who came from Patou), and an artistic adviser and head
of high-fashion design (Mitzah Bricard, a designer from
Molyneux). The couture house itself included two work-
shops for dresses and one for suits (whose head was Pierre
Cardin, then twenty years old). From the outset, it also
had, on the ground floor, a shop selling articles and ac-
cessories not requiring fitting. Salons and shops were dec-
orated by Victor Grampierre in tones of white and pearl
gray and furnished in neo–Louis XVI style.
The opening was widely publicized: “When the sum-
mer 1946 collections came out, everyone was talking
about Christian Dior, because an extraordinary rumor was
spreading that the financial assistance of Marcel Boussac,
the French king of cotton ...would enable him to create
his own house.” Even before it was seen, Dior’s first col-
lection thus made news, and he won the support of the
editors of Vogue, Le figaro, and Elle. The newcomer among
couture houses, Christian Dior finally unveiled, at the
conclusion of the winter shows, his first collection for
spring 1947. Considered the opening shot for the New
Look, it immediately gained notoriety for the couturier
at the age of forty-two. “The first season was brilliant,
even beyond my hopes,” he said. The second, in which
the couturier carried “the famous New Look line to its
extreme,” achieved “breathtaking” success and was ac-
companied by the launch of his first perfume, Miss Dior.
With this impetus, Dior spent the last ten years of
his life developing his couture house and extending his
influence on world fashion. (In 1955 the Dior firm had
one thousand employees in twenty-eight workshops and
accounted for half the exports of the French couture in-
dustry.) For his first collection, Dior received the Neiman
Marcus Award in 1947. From his trip to the United
States, he learned, as he put it, that “if I wanted to reach
the large number of elegant American women ...I had
to open a luxury ready-to-wear shop in New York.” The
following year, he set up the subsidiary Christian Dior
New York, Inc., at 745 Fifth Avenue. He repeated the
process in Caracas in 1953 (Christian Dior Venezuela),
in London in 1954 (Christian Dior, Ltd.), and later in
Australia, Chile, Mexico, and Cuba. These companies
custom-made styles from Paris and sold accessories. But
it was not until 1967 that a real line of ready-to-wear was
distributed, under the label Miss Dior.
In 1948 the Christian Dior perfume company was
set up, and it launched the second fragrance, Diorama,
in 1949, followed by Eau Fraîche (1953) and Diorissimo
(1956); the first lipsticks came out in 1955. Dior opened
a stocking and glove division in 1951 and established the
Christian Dior Delman company, which made shoes de-
signed by Roger Vivier; finally, the Paris shop added a
gifts and tableware department in 1954. The range of
products with the Dior label was enlarged thanks to a
very innovative policy for licenses, the first of which was
granted in 1949. By this means, the label was attached to
all the accessories of female dress, from girdle to jewelry,
but also, and very early on, to totally distinct articles, such
as Christian Dior Ties (1950).
The growth of the house was fostered by a simple
and effective public relations policy: little direct adver-
DIOR, CHRISTIAN
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