Invitations to a virtual journey through memorable episodes in the histories of Dior, Le Bon Marché and Chaumet



The pause imposed by the lockdown is not without benefits. This can be a great time to look back at memorable episodes from the past, as Dior, Le Bon Marché and Chaumet are doing, pulling back the curtain on their rich heritage with innovative content on their social network channels.


Three years ago, Dior showcased some of its most stunning creations in a magnificent exhibition at the Musée des Arts Décoratifs in Paris. During this stay-at-home period the Maison is giving its social network followers a chance to discover or rediscover 70 years of history, from the revolutionary creations of Monsieur Christian Dior to the latest poetic pieces by Maria Grazia Chiuri, spanning the work of the different designers who have helmed the mythic couture house over the decades. The dream comes alive with elegant beauty and inimitable enchantment through iconic haute couture gowns, stunning archive photographs, sketches by Monsieur Dior, symbolic objects and an array of accessories.

The most memorable pieces from the exhibition are presented on the Dior Instagram account. Subscribers can also take a peek behind the scenes of the retrospective thanks to a video on the Dior YouTube channel to discover the secrets of its prestigious savoir-faire.

Le Bon Marché also invites followers to stroll through the history of the store with a series of videos released each week on its Instagram account. Presented by journalist Stéphane Bern, the chronological episodes recount the amazing story of Aristide and Marguerite Boucicaut, who literally revolutionized retailing in the second half of the 19th century. At a time when people could not even enter a store if they didn’t want to purchase something, and when prices were neither displayed nor fixed, the Boucicauts created the foundations of modern retail stores as we know them today. “Au Bon Marché” was the nexus of this transformation, growing into the world’s very first department store.

Don’t miss the first two episodes of the series and discover the excitement of Paris in the second half of the 19th century:

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Fondé en 1852 par Aristide et Marguerite Boucicaut, Le Bon Marché Rive Gauche est le premier grand magasin du monde toujours en activité. Le couple Boucicaut n’a cessé d’innover dans tous les domaines, cherchant inlassablement à devancer les attentes de la clientèle de la fin du XIXème siècle. ​ .​ Qui étaient ces deux fondateurs à l’esprit visionnaire ? D’où venaient-ils ? ​ . Aujourd’hui, @stephane.bern.officiel vous présente Aristide et Marguerite Boucicaut et vous conte les prémices de cette grande histoire dans le premier épisode de cette série, "Un extraordinaire destin"… ​?️ .​ Ouvrez l’œil, destination XIXème siècle ! Retrouvez @stephane.bern.officiel tous les weekends sur notre compte Instagram. ​ -​ LE BON MARCHE RIVE GAUCHE'S HISTORY BY @stephane.bern.officiel ​?️ . ​ In 1852, Aristide and Marguerite Boucicaut created Le Bon Marché Rive Gauche, the world’s first still active department store. While they kept on anticipating their clients' expectations in the late 19th century, the Boucicauts never stopped innovating in many fields. ​ .​ Where did these two visionary minds come from and who were they ? Today, @stephane.bern.officiel introduces you to Aristide and Marguerite Boucicaut and tells you the first steps of this great story in this episode, "A extraordinary fate"… ?️ . ​ Stay tuned, we are taking you back to the 19th century! Every weekend, you will have an appointment with @stephane.bern.officiel on our Instagram account. ​ . . . #VuAuBonMarche #LeBonMarche #RestezChezVous​ . .​ . #Paris #RiveGauche #StaySafe #StayAtHome #StayHomeStaySafe #LeBonMarcheRiveGauche #stephanebern #patrimoine ​ ​

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Maison Chaumet is taking advantage of the lockdown period to unveil the secrets behind its most iconic pieces in a series entitled #ChaumetatHome. Twelve of the most fabulous creations from the French high jeweler’s heritage are showcased on its social networks. Each embodies a chapter in Chaumet’s nearly two and a half centuries of history, from the first creation by founder Marie-Etienne Nitot – a precious gold and hand-painted souvenir box – to the modernity of contemporary pieces such as the Vertiges collection, “the diadem for the 21st century”. The series details the strong ties between the First French Empire and Chaumet: Empress Joséphine was the Maison’s first muse and a very prominent customer. For her first appearance as empress, Joséphine wore a tiara in the form of an ear of wheat, inspiring the celebrated wheat sheaf diadem created in 1811.

Two new pieces are presented each week in Chaumet Instagram stories and the Maison’s other social network sites.