A.B.C.Dior invites
you to explore the letter M, which stands for
The French word for lily of the valley
and a lucky charm that has become
one of the codes of the House of Dior.
Perhaps you're familiar
with this treasured French tradition?
In France,
is a public holiday, a genuine day off during which
celebration replaces work
On this date, people offer and treat themselves to a sprig of
Charmed by this
every May 1st, Monsieur Dior
also naturally offered it to his staff as well as his clients.
It all started with a heartfelt statement:
Monsieur Dior enthused in his autobiography.
Lily of the valley was among the flowers
that fascinated him the most
For the founding couturier,
this was the flower that brought him
from his earliest childhood
to the ateliers of
Whether summer or winter,
his buttonhole would always boast a sprig of this
And at each show it was the same ritual,
as Monsieur had his petites mains
sew these delicate blooms into the hem of a sleeve or dress.
He, additionally, would pin some on the lapel of the suits
worn by his models.
Haute Couture is like the first raspberry or the first lily of the valley.
It is ahead of its time and completely new.
lily of the valley graced the House's creations in
form.
Its evocative name and its whiteness would brighten
many designs, in particular
The couturier also explained:
Conceived to be like a lucky charm,
Lucky, a scent in
reveals its notes of lily of the valley like an ode to eternal spring.
Imbued with freshness and lightness,
this fragrance inspired Japanese floral artist
to create a unique botanical sculpture
composed of summer flowers
in shades ranging from white to green.
Monsieur Dior's successors,
such as
and his superb floral hats have also taken their inspiration
from lily of the valley.
opened the Autumn-Winter 2007-2008
from
with a 1950s-style brooch on a black suit.
As creative director of Dior Joaillerie
is responsible for reinventing this
in exceptional jewels.
Today,
highlights this iconic symbol with the lily of the valley line.
The perpetually reborn lily of the valley brings
its springtime spirit even to the
where it has been given a special place of honor.
it was also transformed
into a monumental decoration to mark the House's
The façade
adorned with a giant sprig
in a joyous expression of art de vivre.
As a special surprise to mark
the reopening of 30 Montaigne, the House of Dior
offered the initial visitors a delicate sprig of lily of the valley,
when they arrived to discover the boutique.
In further celebration of this unique event.