2/12/13

New Look | DIOR 1947


 

"It was the twelfth of February 1947. The people of Paris were shivering with cold as the temperature fell to thirteen degrees of frost. Coal was in short supply, and the newspapers were out on an indefinite strike. And so it came about that the French were the last to learn of the momentous event that had just taken place in a private mansion in the Avenue Montaigne: the event in question was the birth of a couturier. More than that, it was the birth of a fashion—perhaps even the birth of Fashion itself—a fashion from that day forward was to be word of law from South America to the Australian subcontinent.

Sales assistants on the day of the opening.
In a pearl-grey room a middle-aged man stood besieged by a throng of people, his chubby features scarred by lipstick, while an exceedingly ugly American lady, Carmel Snow, editor-in-chief of Harper's Bazaar, was heard to proclaim the historic words, 'It's quite a revolution, dear Christian. Your dresses have such a new look. They are wonderful, you know!'

Right to Left, Carmel Snow, Harper's Bazaar, Richard Avedon, and Marie-Louise Bousquet, The Eyes of America.
NEW LOOK, the first collection to bear the name of Christian Dior, was thus baptized. It was an expression that was to catch on in every one of the world's countless languages.




Most American buyers had already left Paris, having bought all they wanted from Jacques Fath, Lelong, Piguet, Rochas, Balmain and Balenciaga... 'The poor things,' Carmel Snow remarked with her usual discernment. 'They'll have to come back.' And come back they did. So began a venture that was as brief as it was brilliant, a venture without equal in the whole history of fashion. There were other stars in the firmament, but Dior's star shone brightest." excerpted from DIOR by Francoise Giroud 

Dior in his garden at the Moulin. He had a green thumb. Photo by Ostier

Happy 66 NEW LOOK.
photos: Dior book

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