Q & A with Delphine Arnault

Over the past 31 years, since opening its first boutique in Shanghai in 1994, Dior has experienced steady growth in China. What challenges has the brand encountered along the way, and how has it overcome them?

Since its first boutique in Shanghai in 1994, Dior has navigated three decades of transformation in the Chinese luxury market with remarkable resilience. As an early-market pioneer, the brand has experienced rapidly evolving consumer preferences, the rise of strong local competitors, and the fast-paced digital revolution.

Dior met these challenges through a thoughtful blend of localization and innovation, embracing cutting-edge digital strategies and deepening its engagement with local audiences through art, retail experiences, fashion and technology. Guided by a long-term vision, Dior has consistently demonstrated that its adaptability and respect for heritage are the foundations of its enduring success in China.

The Chinese market is undergoing rapid transformation. How is Dior developing initiatives tailored to local consumers in response to these changes? How is it enhancing collaboration between its Paris headquarters and the China team?

China is a pivotal growth driver for Dior, and our confidence in its future remains strong. We see China not only as a key market but also as a creative hub: a place where we celebrate local culture through exhibitions, events and collaborations with Chinese artists.

Engaging younger generations is also a major focus. We combine authenticity, innovation and cultural relevance, using digital platforms to create immersive experiences that connect tradition with modernity.

Internally, we work as one team. Our highly professional Chinese team brings valuable local insights that are regularly shared with Paris, while top management frequently visits China to maintain an ongoing, direct dialogue. This close collaboration ensures Dior stays agile and deeply connected to the evolving Chinese market.

How do you view the outlook of the Chinese market? What are Dior's upcoming plans, and what challenges might lie ahead?

We are very confident in China's long-term potential, both for luxury and for creativity-driven consumers. The opening of House of Dior Beijing in December 2025 reflects this confidence and marks an exciting new chapter, with several other projects in the pipeline.

We will continue to invest in local talent and deepen our engagement with China's cultural scene. Of course, the market is highly competitive, and consumer expectations evolve quickly. By focusing on desirability, authenticity, quality and iconic products, we are confident in our ability to maintain Dior's leadership in the market.

Amid the uncertainty and complexity of today's market environment, the luxury industry is undergoing unprecedented transformation. In your view, what are the key drivers behind these changes, and what are your expectations for Dior's future?

The luxury industry is undergoing a profound transformation, driven by digitalization, rising sustainability awareness, and increasing cultural diversity. At Dior, we see this as a moment to honor our heritage while embracing the future. Our core values — elegance, innovation and excellence in savoir-faire — remain constant, but the way we express them continues to evolve with the world around us.

We are also reinforcing our commitment to responsible luxury, exemplified by our sustainable initiatives, such as the 2025 China International Import Expo showcase. With Jonathan Anderson's creative vision, we're entering a new chapter filled with confidence and optimism: one that strengthens our emotional connection with customers and ensures Dior's ability to lead with authenticity, creativity and purpose.

The luxury market is highly competitive, even among brands of similar caliber. What do you think makes Dior truly distinctive?

What makes Dior truly distinctive is its unique balance of creativity, artisanship and emotion. Our DNA lies in honoring heritage while continuously innovating, combining exceptional savoir-faire and the finest materials with genuine passion and authenticity.

The "One Dior" approach ensures coherence across fashion, beauty and fragrance, so wherever a customer encounters the brand, it feels unmistakably "Dior". Our timeless codes are constantly reinterpreted to stay relevant to today's customers.

Beyond fashion, Dior has become a cultural icon: a symbol of elegance and modern creativity that continues to inspire across generations.

As CEO, how do you strike a balance between creative vision and commercial performance to ensure Dior's sustained competitiveness?

At Dior, our strength lies in balancing artistry with strategy, ensuring that creativity is always supported by strong execution. The House's foundation is built on its creative spirit, but sustained leadership in luxury comes from pairing that artistic vision with a forward-thinking business approach.

The focus is on thoughtful evolution rather than revolution. We continuously refine our structure to support creativity, efficiency and long-term growth. This balance between creative excellence and strategic discipline is what keeps Dior both culturally relevant and commercially strong.