Dior’s luxury fragrance line La Collection Privée has been reimagined for 2018, offering a new way for you – and your home – to be dressed in Dior. Rebranded as Maison Christian Dior, now beyond a collection of fragrances, it comes with a somewhat ritualistic concept; that of perfuming and embellishing spaces and moments in your life. The reality is as chic as the idea.
In addition to an abundance of interesting 125ml fragrances comes scented products, all expressions of the Dior ‘perfumer-creator’ François Demachy. Think interior candles boasting 70-hour burn time, decadent liquid and bar soaps, plus body creams. But our favourite element is the 20-strong silk scarf line designed specifically for perfuming, celebrating Christian Dior’s muse Mitzah Bricard who always wore a silk scarf tied at her wrist.
It all chimes with the memory of the legendary designer scenting his salons before haute couture shows would start, and spritzing fragrance on handheld fans for fashion editors taking up the front row, instantly elevating their experience. Fast forward to now and the lifestyle elements in the new Maison Christian Dior collection are all evocative of the Dior world and in honouring its heritage, transcend seasons.
“When I create perfumes I flout technical constraints, schedules, fashions and trends,” Demachy explains of his artistic process. From softer scents, such as Diorissima to intense offerings like Leather Oud, are formed in families of Orientals, Florals, Sensuals, Light Florals and Fruity Fresh, non-specific to gender but without being labelled ‘unisex’.
In true Dior style, the spirit of the collection has been embodied in chic spaces oozing Parisian elegance, the Maison Christian Dior apartments. You’ll find these homes dedicated to Dior’s love of perfume in various locations around the world, the pinnacle positioned in Paris’ iconic Place Vendôme which plays host to press, influencers and artists during events.
Blending antiques with contemporary design, artworks, ornaments and installations, the apartments are très photogenic. “Every last detail has been carefully considered to transmit a love of perfume in an accessible way, in the spirit of sharing,” Demachy says. “Maison Christian Dior are places for ‘tasting’ perfume.”
The whole concept is an astute move from the brand, in a time when the prestige fragrance market is trailing behind its beauty counterparts of skincare and make-up. By its very nature, perfume has limited Insta-appeal, and even with ratings and reviews, digital shoppers take a risk buying something they can’t smell until well after parting with their pounds.
Scenting spaces ornamentally – be they your own or Dior’s apartments – and adorning yourself with accessories for perfuming, makes things all the more appealing. As the designer would say, “A drop of perfume and you are dressed in Dior” – and this cool concept makes you want to wear it and share it like never before.
In the UK, the Maison Christian Dior Boutiques are currently in Harrods, Selfridges, Fraser’s Glasgow, and are soon to be opening in Selfridges Manchester.
From: Harper’s BAZAAR UK