“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”, says Maria Grazia Chiuri, the creative director of Dior. With Monsieur Dior’s hôtel particulier as the starting point, she’s created a timeless line of well-curated pieces, like a perennial white shirt or a collection of classic bags with customizable metal clasps.
But how did it all start? Before Christian Dior became a worldwide famous couturier, he always envisioned himself in 30 Avenue Montaigne. His longtime friend Pierre Colle, who owned an art gallery and suggested the fashion designer to open his own house, recalls Dior saying, “If your idea ever comes off, I am determined to set myself up here and nowhere else!” Little did he know that a few years later, his work would be praised by press, celebrities and clients alike, that the likes of Marlene Dietrich and Lauren Bacall would attend his shows in that magical place, and that he would turn the majestic venue into the epitome of good taste and mid-century Parisian couture.

Now, Maria Grazia Chiuri has decided to pay homage to the Maison’s founder and his love for 30 Avenue Montaigne. In her own words, “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”. An example of this is the beautifully crafted 30 Avenue Montaigne bag, a structured and timelessly elegant piece made of soft skin that features an ingeniously revamped CD logo. Just watch the video and soothe your eyes watching the savoir-faire that goes into each piece made by the Maison Dior.