“Dior fertilizer is gold”approved the advertising campaign of the Granville factories belonging to the couturier family at the beginning of XX.e century. At the end of the same century, the gilded Dior J’adore perfume pulled the metaphorical thread. But the genius of this name isn’t just from its last two letters. There are also the first two. “Dee” as in Lady Dee, which was not lost on the marketing association when it came to christening the little shopping bag favored by the “princess of hearts” in the mid-1990s.
“The story begins in September 1995, when Princess Diana was invited by LVMH to open the “Cézanne” exhibition at the Grand Palais, and her host, Bernadette Chirac, wife of the President of the French Republic, sent Christian Dior as the responsible emissary. choosing a bag for her as a gift, recalls Soizic Pfaff, director of Dior Héritage. It will be a daytime model from the Cannage range, covered in polyester, which finally, in a hurry…
Source: Le Figaro
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