10/12/2022
Christian Dior set up his first boutique in 1946 on 30 Avenue Montaigne, an elegant hôtel particulier “with its reduced size and classic elegance without overwhelming pedigree,” as he shared in his memoir. The interiors evoked the genteel refinement of the Louis XVI style that Dior adored and would revisit again and again in the design of his garments.
Dior believed that essential French aesthetics resided in the Palace of Versailles and loved the oval-backed medallion chair that Louis XVI used, designed in the late 18th century for the apartments of Marie Antoinette, with a wide, ruffled base resembling pettiskirts and a narrow oval back suggesting a corseted bodice. Monsieur Dior chose the Medallion Chair as a symbol of Louis XVI style as soon as he founded his House, in order to seat guests at his fashion shows in a “sober, simple and above all classic and Parisian” décor, as he recounted in his memoirs.
The essential oval surmounted by a fontanges bow became one of the major codes of 30 Avenue Montaigne, the beating heart of Dior. The chair became a signature of Dior’s fashionable empire, immortalized in fragrance ads by the illustrator René Gruau. It has become as iconic to the house as the Bar jacket.
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