Draped in timeless elegance

In the archives of the Dior Heritage center, just steps away from its headquarters at 30 Avenue Montaigne in Paris, there are several sketches by Christian Dior himself that would definitely captivate the Chinese audience. These sketches, drawn in 1948, just two years after he founded House of Dior, depict his idea of the fashionable women of Beijing and Shanghai. One notable sketch is from the 1948 spring-summer haute couture collection, featuring a gown called Shanghai. Although Dior never set foot on Chinese soil, it is evident that he harbored a deep fascination for China from an early age.

In 1986, the French fashion brand debuted on the Chinese mainland, presenting its winter fur collection at the Great Wall Sheraton Hotel in Beijing. In 1994, the fashion house finally opened its first boutique in China, becoming one of the first Western luxury brands to enter the market.

Since then, Dior has navigated through three decades of transformation in the Chinese luxury market. The brand opens on Thursday the long-awaited House of Dior Beijing in the city's popular Sanlitun area.

It is a strategic project that has taken the brand three years to develop. Spanning five floors, it is not only Dior's largest boutique in China but also serves as a lifestyle destination that integrates high-end luxury retail, fine dining and art, aiming to give Chinese consumers an unprecedented brand experience.

"Sanlitun is one of Beijing's most dynamic cultural and arts districts, as well as the epicenter of fashion and luxury. As the heart of such an inspiring creative hub, everything was in place for us to establish this unique Dior space. This is a groundbreaking venue thanks to its architecture and spectacular dimensions, as well as the exceptional experiences it offers. Celebrating French art de vivre, it also blends our heritage and boldest innovations," says Delphine Arnault, chairman and CEO of Christian Dior Couture, introducing the store to China Daily.