When Dior (almost) Failed and Was Saved by The Wolf in the Cashmere Coat
365 days of fashion: the e-ncyclopedia of fashion
Monday, November 11, 2024
Christian Dior is today one of the most recognized luxury brands globally, but few know that it once teetered on the brink of collapse. The brand was founded by Christian Dior in 1946 and quickly gained fame for its innovative designs, including the iconic “New Look” silhouette that redefined women’s fashion in the postwar era. However, Dior’s unexpected death in 1957 led to a turbulent period marked by changing leadership, diluted brand value, and overwhelming licensing agreements that nearly brought the legendary fashion house to its knees.
Following Christian Dior’s death, the company appointed Yves Saint Laurent as the new artistic director. Though successful in his own right, Saint Laurent was soon drafted into military service, and Marc Bohan succeeded him in 1960. Over time, Dior became burdened with over 200 licensing agreements that expanded the brand into a vast array of product lines, from babywear to plastic-trimmed Dior luggage, causing its prestige to wane. The over-licensing meant Dior was losing control of its image, and by the early 1980s, its brand identity was scattered, far from the exclusive reputation Dior once held.