EXCLUSIVE: Dior to Stage Gold-themed Exhibition in Beijing


GOLD STANDARD: “Life isn’t black and white; it’s gold.” With that line, model Carmen Kass launched the first-ever ad for Dior’s J’Adore fragrance in 1999. 

The precious metal has been an enduring source of fascination for founder Christian Dior and the artistic directors who have succeeded him, as highlighted in a new exhibition coming to Beijing amid celebrations of the 60th anniversary of diplomatic relations between France and China.

The “L’Or de Dior” retrospective, scheduled to run at the Guardian Art Center from Sept. 2 to 29, will feature a selection of pieces from the archives of Parfums Christian Dior and Christian Dior Couture, alongside exclusive works by Chinese and international artists, the house said Tuesday.

It was poet Jean Cocteau who pointed out that the name Dior contains the French words for “God” and “gold.” 

The poster for the “L’Or de Dior” exhibition at the Guardian Art Center in Beijing

The poster for the “L’Or de Dior” exhibition at the Guardian Art Center in Beijing.

Courtesy of Dior

While the founder of the house used gold embroidery on designs such as his “Jaune impérial de Chine” dress and coat from 1954, gold has also become a key theme for its perfumes and cosmetics division, with launches including the skin care line L’Or de Vie and the scent L’Or de J’Adore. 

Only last week, Maria Grazia Chiuri, artistic director of women’s collections at Dior, sent out gold goddess gowns and bodysuits in her Olympic-themed haute couture collection. 

Although luxury spending in China has stalled, Dior has maintained a steady pace of events. It is expected to celebrate its deep ties with the country at the 2024 China International Import Expo (CIIE) in November.

Earlier this year the house named Chinese pianist Lang Lang a global ambassador. Its roster also includes singer and dancer Liu Yuxin, actress Dilraba Dilmurat and Formula One driver Zhou Guanyu.



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