Dior Story in 1970s
Laurent was replaced at Dior by designer Marc Bohan in late 1960. Bohan instilled his conservative style on the collections. He was credited by Rebecca Arnold as the man who kept the Dior label “at the forefront of fashion while still producing wearable, elegant clothes,” and Women’s Wear Daily, not surprisingly, claimed that he “rescued the firm.” Bohan’s designs were very well esteemed by prominent social figures. Actress Elizabeth Taylor ordered twelve Dior dresses from Bohan’s Spring-Summer 1961 collection featuring the “Slim Look”.
The Dior perfume “Dior ling” was released in 1963. The men’s fragrance “Eau Sauvage” is released in 1966. Bohan’s assistant Philippe Guibourgé launches the first French ready-to-wear collection “Miss Dior” in 1967. This is not to be confused with the already existing New York Ready-to-Wear store established in 1948. Designed by Bohan, “Baby Dior” opens its first boutique in 1967 at 28 Avenue Montaigne. The Christian Dior Coordinated Knit line is released in1968. Management of the Fashion Furs Department of Christian Dior is taken by Frédéric Castet.
This year as well, Dior Parfums was sold to Moët-Hennessy which would itself become LVMH due to Boussac’s ailing textile company. This however had no effect on the House of Dior operations, and so the Christian Dior Cosmetics business was born in 1969 with the creation of an exclusive line.
Following this, Bohan launched the first Christian Dior Homme clothing line in 1970. A new Dior boutique at Parly II was decorated by Gae Aulenti and the “Diorella” perfume was released in 1972. Christian Dior Ready-to-Wear Fur Collection was created in France in 1973, and then manufactured under license in the United States, Canada, and Japan. The first Dior watch “Black Moon” was released in 1975 in collaboration with licensee Benedom. Dior haute-couture graces the bodies of Princess Grace of Monaco, Princess Alexandria of Yugoslavia, and Lady Pamela Hicks for the wedding of the Prince of Wales and Lady Diana Spencer. In 1978, the Boussac Group filed for bankruptcy and so its assets were purchased by the Willot Group under the permission of the Paris Trade Court. The perfume “Dioressence” was released in 1979.