A toile de Jouy jungle showcases Dior perfume
The house’s new limited-edition Toile de Jouy fragrance collection sees a historic Dior motif, first used to decorate its original Paris store, repackaged for perfume
When Christian Dior opened his first store on 30 Avenue Montaigne in 1947, his close friend Christian Bérard advised him to decorate the small boudoir-boutique almost entirely in toile de Jouy fabric.
Bérard – an artist best known for his whimsical fashion illustrations, including for for Chanel and Schiaparelli, and the set design of the 1946 film version of Jean Cocteau’s La Belle et la Bête – worked with the designer to create an aesthetic that would become immediately recognisable as the house’s own.
Oud Ispahan is one of three Dior fragrances distinctively packaged as part of the house’s limited-edition Toile de Jouy collection
Bérard understood that the pattern, typically associated with the rococo extravagance of the 18th century, could in the contemporary context of a Parisian boutique be used to create a modern, sumptuous aesthetic that was well-suited to the newly opened couturier. As Christian Dior later wrote of Bérard’s vision, ‘it was he who advised us to hang the boutique with toile de Jouy and to scatter hat boxes bearing the name of the house everywhere, on top of wardrobes and in every corner. Beneath this semblance of disorder, he had created life.’
Since that first appearance in at Avenue Montaigne, toile de Jouy has become a familiar motif in the Dior canon, revisited over the years in collections by the likes of John Galliano, Gianfranco Ferré, and more recently Maria Grazia Chiuri, to name just a few.
An archive image of the perfume table at Dior ’s 30 Avenue Montaigne boutique, where toile de Jouy was used for the décor
Yet the pattern has a particularly strong association with the house’s perfumery, as it was used to decorate the fragrance section of the boutique well into the 1950s. As a celebration of that heritage, Dior has launched the limited-edition Toile de Jouy fragrance collection, in exquisitely illustrated packaging.
The fantastical rendering of a jungle landscape teeming with lions, tigers, and monkeys among bountiful trees adorns three of the brand’s classic fragrances – Gris Dior, an olfactory expression of classic Dior’s classic grey hue; Lucky, a delicate lily-of-the-valley fragrance; and Oud Ispahan, a piquant blend of smoky wood and unusually spicy rose.
The new collection’s toile de Jouy jungle landscape, seen here as a backdrop to its Gris Dior perfume
The collection represents an original take on a classic design, much like Christian Dior’s approach to the historic fabric back in 1947, and is a fitting homage to the brand’s heritage. §
Christian Dior to host an aromatic dinner at Tasca this month
The six-course Maison Christian Dior x José Avillez dinner launches on March 25…
Acclaimed chef José Avillez, the mastermind behind Portuguese restaurant Tasca, has teamed up with Maison Christian Dior to create an exclusive multi-sensory menu like no other.
Available for a limited time only, the six-course dinner will run nightly between Thursday March 25 and Thursday April 1. The menu will see six of the most popular Dior fragrances in the region developed into a feast for all the senses.
The scents used as inspiration for the dinner include Gris Dior, Oud Rosewood, Oud Ispahan, Purple Oud, Ambre Nuit and Tobacolor. Chef José Avillez worked closely with the Maison to bring the notes from each scent into the meal.
In order to blend the flavours, the team had to get creative, leading them to come up with dishes such as burnt avocado cocktail and algarve prawns and braised red mullet scented with basil jam.
Chef José Avillez said: “We are extremely excited to be able to collaborate with Maison Christian Dior to combine the vibrant dining experience Tasca is known for with one of the most renowned brands in fragrance.”
“Creating such a unique concept in dining will hopefully inspire people to see this as more than simply dining, but a true feast for the senses,” he continued.
The dinner is priced at Dhs600 per person for six course, with the option of a drinks pairing for an additional Dhs350. Guests are welcome to book a table indoors with skyline views, or out on the terrace to make the most of the mild weather under the stars.
Tasca, Mandarin Oriental Jumeira, Thursday March 25 to Thursday April 1, Dhs600. Tel: (0)4 777 2231. mandarinoriental.com/tasca
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