Dior is making a significant shift in its exhibition focus, moving from the celebrated “L’Or de J’Adore” fragrance in China to spotlighting the iconic Miss Dior perfume, which holds historical significance as the first fragrance created by Christian Dior himself. The new exhibition, aptly titled “Stories of a Miss,” is set to run from September 13 to October 8 at Shanghai’s Fosun Art Foundation. This transition showcases Dior’s efforts not just to promote its brand but also to connect with its rich heritage while captivating audiences in one of its most important markets.
The exhibition opens with an eye-catching, monumental sculpture that pays homage to the classic 1952 Bobby bottle, inspired by Christian Dior’s fondness for his dog. Visitors will meander through the museum’s first and second floors, where they’ll encounter an immersive journey detailing the origins of Miss Dior. As promised by the brand, the experience will envelop attendees in a seamless blend of perfume artistry intertwined with fashion and culture, allowing for a deeper appreciation of the fragrance’s story and its ties to artistry.
Véronique Courtois, Dior Parfums’ president and CEO, emphasized that this exhibition serves as a tribute to the strong connections between Dior and China. In her words, the event invites visitors to explore the spirit, creativity, and emotion synonymous with Miss Dior while reinforcing the cultural dialogue Dior seeks to nurture with its Chinese audience. This correlation highlights how the perfume transcends mere fragrance to evoke a wealth of memories and emotions, much like art itself.
Designed by the renowned OMA New York, the exhibition features various themed rooms carefully organized around the recognizable ribbon of the Miss Dior perfume bottle. Each space will highlight not only the fragrance but also its interactions with haute couture and fine art. Featuring illustrations, sculptures, and limited-edition presentation cases, the exhibition promises to engage multiple senses, establishing a dialogue between the floral fragrance and the world of fashion.
A captivating indoor garden created by French artist Eva Jospin will serve as a highlight, showcasing embroidered frescoes that resonate with Dior’s couture aesthetics. Visitors will also find artwork from iconic illustrators such as René Gruau and Mats Gustafson, alongside contributions from six Chinese artists: Ai Jing, Chen Ke, Liang Yanwei, Liu Shiyuan, Zhou Li, and Daishi Luo. The exhibition brings together these influential voices, including works from international artists like Haruka Kojin, Ingrid Donat, Sabine Marcelis, and Judy Chicago, creating a dynamic conversation about the intersections of art, culture, and fashion as embodied by the Miss Dior fragrance.
Dior’s ongoing pursuit of artistic expression is evident with this exhibition, continuing a tradition that was established last fall with “L’Or de Dior” at the Guardian Art Center in Beijing. The brand also recalls the debut of the Miss Dior exhibition in Paris at the Grand Palais in 2013, complemented by an upcoming showcase in Tokyo’s Roppongi Museum in June 2024. This continuity not only celebrates the legacy of Miss Dior but solidifies the brand’s commitment to engaging audiences worldwide through art and fashion narratives rooted in history and innovation.
