April 15, 2013

Montaigne
to Shanghai

On March 30, Dior brought the magic of its Avenue Montaigne salons to Shanghai for a presentation of the spring-summer 2013 haute couture collection before an enthusiastic Chinese audience.

Dior CEO Sidney Toledano welcomed 300 guests, who discovered looks from the second haute couture collection by Raf Simons. The event took place at a prestige location on the Bund, the bustling and cosmopolitan Shanghai waterfront district. Actresses Zhang Ziyi, Shu Qi and Sun Li brought extra sparkle to the show.

The décor replicated the famous Paris salons, the headquarters of the fashion house at 30, Avenue Montaigne, transporting the soul of Dior to Shanghai for a memorable evening. These salons, the theater of the very first couture show by the nascent house, have over the years welcomed the world’s most elegant women.

The VIP guests admired the details of the looks with their dazzling and ultra-precise construction. A rich tribute to the Dior flower woman, dresses with organic forms were fully embroidered with floral ornamentation, spotlighting the remarkable savoir-faire of the couture house. The result was poetry in bloom in a vibrant metropolis.

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