THE PER­FUME OF LOVE

MC IN­VITES YOU TO READ THE EXCLUSIVE STORY BE­HIND THE FA­MOUS SCENT, MISS DIOR

Marie Claire (South Africa) - - NEWS -

miss Dior is a leg­end. When it was cre­ated, in 1947, the fra­grance brought much more than the nov­elty of its flo­ral ac­cords. The House of Dior had in­vented a vi­sion­ary con­cept: a cou­ture per­fume. ‘Make me a per­fume that smells of love,’ French fash­ion de­signer Chris­tian Dior had re­quested. The re­sult was Miss Dior – a unique col­lab­o­ra­tion be­tween per­fume and cou­ture, one that continues to in­spire Dior’s cre­ative vi­tal­ity more than ever. The Miss Dior leg­end In the pearl-grey sa­lons of Av­enue Mon­taigne in Paris, Chris­tian Dior was in a meet­ing with Mitzah Bri­card, his muse.They bounced ideas around, hes­i­tated, pon­dered…

The first Dior per­fume was clearly des­tined for suc­cess. But what should they call it? What name could em­body the so­phis­ti­ca­tion and joie de vivre of the cou­turier’s young ‘perfumed lady’? While they were search­ing for in­spi­ra­tion, Chris­tian’s younger sis­ter, Cather­ine, hur­ried up the stair­case and burst into their meet­ing. A breath of fresh air, ra­di­ant and glow­ing… ‘Ah, here’s Miss Dior!’ Mitzah smiled. ‘Miss Dior: now there’s a name for my per­fume!’ the cou­turier ex­claimed.

And that is how Miss Dior was born – with a name that hon­oured Chris­tian Dior’s ten­der feel­ings for his beloved sis­ter. Miss Dior makes an en­trance ‘A fash­ion show is a party; the set­ting should glow with fan­tasy and joy.And be fra­grant too: spray more per­fume!’ Serge Heftler-Louiche, Chris­tian Dior’s child­hood friend, with whom he had just founded Dior Per­fumes, fol­lowed the in­struc­tions he was given to the let­ter. It was 12 Fe­bru­ary 1947 and Miss Dior was mak­ing its grand en­trance. More than a litre of this green chypre was sprayed though­out the sa­lons of Av­enue Mon­taigne, per­fum­ing the rooms and ca­ress­ing the air all the way out into the street. Its sen­sual vapours en­chanted an in­trigued crowd. Chris­tian Dior noted: ‘It’s an advertisement with ex­cel­lent re­turns, be­cause, whether they like the per­fume or not, it’s the talk of the town!’ Miss Dior blooms again And the town is still talk­ing. The lat­est in­car­na­tion of this clas­sic is Miss Dior Bloom­ing Bou­quet, and its face is Natalie Port­man – the epit­ome of its el­e­gance, sweet­ness and se­duc­tive charm.

Clock­wise from top left A cou­ture Dior gown; the fa­bled de­signer at work; Natalie Port­man, the face of Miss Dior Bloom­ing Bou­quet.

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