The first time I visited 30 Avenue Montaigne, the location of Dior’s boutique in Paris, I was a teenager still in high school. I’d stopped in many stores that day, just to take a look around for fun, but this one really called to me from the street. The moment I stepped inside, I understood why: It was more than just a boutique. It was a hôtel particulier, a world unto itself, a sanctuary of aesthetic transformation distinct from anything I’d ever experienced up until that point. The light, the elegant mix of textures, the way each item was displayed — every aspect of the space sparkled with thoughtful intention and the promise of what style with conviction can offer.
Part of the boutique’s allure undoubtedly stemmed from the history of the entire building, which also includes a grand salon and legendary spiral staircase. The building passed into the hands of Christian Dior Couture in 1947, and Victor Grandpierre was tasked with the decor, opting for an atmosphere of sober elegance to let the clothes sparkle as they are inclined to do. Christian Dior called 30 Avenue Montaigne his “office of reveries and refuge of marvelous [things].” The space has maintained the rare ability to reference the legacy of the house of Dior while simultaneously reflecting the path for its future, a combination that creates a particular kind of magic.
Such is the case with Maria Grazia Chiuri’s new 30 Montaigne Capsule collection as well, a synthesis of iconic Dior looks that make up her vision for what an ideal mini wardrobe might look like in 2019. Each of the pieces draws inspiration from key references in the Dior archives, reimagined for today, like the J’Adior pumps’ bows. (Christian Dior was once quoted saying he preferred the brand’s bows to be “big, small or enormous,” to which I can only say: same.) The collection also includes the debut of Dior’s new 30 Montaigne bag, an ode to the brand’s historic address. The founder’s initials moonlight as the bag’s oversized fastener, and the 30 Montaigne signature is subtly embossed on the back — an intimate missive shared between this precious vessel and the woman who wears it.
Man Repeller partnered with Dior to celebrate the launch of the collection in the most fitting way possible: a clandestine romp through 30 Montaigne itself, featuring none other than our founder, Leandra Medine Cohen, an impressive array of outfit changes, and exactly one appearance by Oeufs à la Furstenberg, (Monsieur Dior’s favorite picnic fare, naturellement). See it all for yourself in the video above, have a laugh while you’re at it — it’s good for your health — and revel in le world of Dior.
Dior 30 Montaigne Collection
Photos by Francesca Beltran.