To celebrate it’s first ever fragrance Miss Dior, which sparked a new dialogue between the worlds of fashion and fragrance when it was launched in 1947, the House of Dior has created the Let Miss Dior Bloom event to highlight the heritage and fragrance savoir-faire of the brand. By Moh Shuying.
The Let Miss Dior Bloom event not only offers a rare display of heritage photographs and drawings, it also unveils for the first time in Singapore the precious Amphora – the signature bottle of the house. It was chosen in 1947 by Christian Dior for its elegant curves to hold the first fragrances of the House and now holds only the legendary Dior fragrances. In addition, customers may enjoy a personalised fragrance consultation to find their own Dior scent or a flash Miss Dior Look makeover.
At this week-long event, guests and visitors can learn more about Dior’s fragrance savoir-faire with Cendrine Fournier, Dior International Fragrance Training Manager, as well as see the Dames D’Atelier – French craftsmen from the Dior Fragrance Atelier who will perform the art of baudruchage and the perfumer bow.
The Art of Baudruchage is a traditional technique that consists of sealing the neck of the bottle with a natural membrane called a baudruche. With great dexterity, the baudruche is held in place by thin gold or silver thread, tightly bound to ensure the bottles are perfectly air and watertight. The ladies of the workshop also hand tie the bow, wrap the thread and affix the seal. All the tricks of the trade that make the bottles so magical.
The inimitable star of Let Miss Dior Bloom is a floor-to-ceiling installation of ‘dancing’ white and pink flowers – a reference to the petals adorning the Miss Dior Haute Couture dress. A nod to Christian Dior’s legendary passion for flowers, this exquisite structure is not just the only one of its kind in the world, but is also created specially for this occasion. It features 300,000 myriad paper flowers designed to look like jasmines, the bright and potent heart note in the Miss Dior Eau de Parfum. Delicate and light, these blooms twirl around the Miss Dior swallowtail bow in a burst of elegance and euphoria, representing the joyful spirit and happiness that this fragrance embodies.
Singapore is the first market in Asia to launch a limited edition Amphora ($780 – $990) in commemoration of Monsieur Dior’s dedication to Miss Dior. Fourteen pieces will be available for sale at the event, each holding a generous 150ml of Miss Dior compositions. The amphora shape was the first chosen for its symbolic beauty, its historical references to the great ancient civilisations, but above all for the sensuality of its curves, echoing the famous “8 line”, which the Couturier-Perfumer designed.
Today, these new Dior amphoras continue to play on the famous lines of this legendary silhouette. Utterly contemporary, these amphoras are the updated version of the signature Dior perfume bottle. These exclusive designs are revisited with a modern touch that upholds the love of craftsmanship and the attention to detail that is true to the Dior spirit.
Let Miss Dior Bloom is open to the public every day from March 2 – 8 from 10am to 10pm, at Level 1 Atrium, ION Orchard.
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