fried Jacques Bajean. In 1938 Dior made another step towards Haute Couture heavens – he started working as a designer in the Robert Pique fashion gallery. After returning from World War II, Dior had a very successful collaboration with Pierre Balmain at Lucien Lelong. The year 1946 was a turning point of his career – he created his own trademark and received sufficient funds to open fashion studio on the famous Montaigne Avenue in Paris.
In 1947, Dior infused a fresh spirit into women’s fashion with his very first Paris collection called “New Look”, which was immediately picked up in New York. His designs, featuring rounded shoulders, a cinched waist and a very full skirt liberated ladies fashion from the influence of the war and celebrated the beauty of human body (by coping the shapes of woman body and stressing the shape of breasts). In the post-war era, his splendid collections made him famous, his brand quickly expanding into furs, perfumes and accessories. In the early 1950s Dior revolutionized the world of fashion by introducing “ready-to-wear” in his Dior Boutique, bringing high fashion to the world at large. It was Dior’s genius that managed to establish Paris as the culture capital of the world. Together with his lifelong partner Jaques Rouet, Dior was the settler of license agreements in the fashion business. In 1948, he arranged licensed production of furs, socks, ties, perfumes, and clothing in regional production centers, thus spreading the brand quickly around the globe.
In 1957, Dior suddenly died in Italy and Yves Saint Laurent became head designer of the House. Since Saint Laurent, other well-known designers at this fashion house include Marc Bohan, Gianfranco Ferre, and John Galliano.
Before switching to Dior, Galliano, known as the current enfant terrible of the fashion business, was responsible for Givenchy for two seasons. Galliano’s approach to fashion resembles Dior’s who used to establish a romantic and very feminine look, which emphasized luxury rather than comfort. Galliano, in his turn, transformed the CD trademark into an idol for extravaganza lovers.
Currently, Dior operates 60 boutiques worldwide, 15 of them in Japan. Ready-to–wear collections are sold exclusively in the Dior boutiques. Other retailers only carry licensed Dior products like eye-wear, lingerie, ties, baby clothing, perfumes, and other accessories. According to marketing surveys, to date Dior is the most widely recognized brand in top fashion. Dior is a member of the Chambre Syndicale de la Haute Couture et du Pret-a-Porter.