Parfums Christian Dior (LVMH) has reinvented a legend with Miss Dior Chérie, a modern take on the renowned original Miss Dior fragrance, created in 1947 by Christian Dior himself to complement his revolutionary first collection known as the New Look.
Dior often described fragrances as being “an open door to a closed world”, Parfums Christian Dior president Claude Martinez explained. Created by Christian Dior’s artistic director John Galliano, Miss Dior Chérie is for the new Dior girl, and the company hopes that the scent will serve as a door to the luxury world for today’s fun youth.
The brand describes the scent as sugar and spice. It will be embodied by Galliano’s newest muse Riley Keough (Elvis Presley’s granddaughter) in a print campaign to break globally along with the launch in May, with a television ad to follow.
The launch of Miss Dior Chérie coincides with the summer festivities taking place in Dior’s hometown of Granville, France to celebrate the 100th anniversary of his birth. An exhibition called “Christian Dior…Man of the Century” will be held at the Christian Dior Museum from May 15 through September.
Miss Dior Chérie is going to be “a very big launch” and the company hopes that the scent will serve as a door to the luxury world for today’s fun youth.
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