30 Avenue Montaigne – the legendary address of aspiration, beauty and creation – where it all began, and will continue to inspire.
When Monsieur Christian Dior laid his eyes on the townhouse, he knew that it is to become the beating heart of his House. Inaugurating the property on 16 December 1946, it took Dior and his team of design visionaries under two months to have it ready for his first collection presentation at 10.30 am on 12 February 1947.
The House has inspired many who have come through its doors. This fall, it is fitting that Maria Grazia Chiuri created a collective capsule of key Dior classics that we love, and a new bag named “30 Montaigne” in tribute to the historical address of the Couture House. Adorned with the founding Couturier’s initials – CD – for the closure, complete with a discrete 30 Montaigne signature embossed on the back, the bag as worn by Jennifer Lawrence in Dior’s Fall 2019 campaign has garnered significant interest.
Material fabrications available include box calf and the emblematic Dior Oblique canvas. The adjustable strap featuring a military-inspired buckle allows for one to wear the bag on the shoulder, cross bodied, or hand-held.
The “30 Montaigne” bag also occupied a special spot in Maria’s Autumn/Winter 2019-2020 ready-to-wear collection for the House. One cannot miss the distinctive CD closure as the models walked the runway with the bag in varying fabrications. Notably, the premise of the collection does not stray from Maria’s creative commitment and narrative from day 1. Her creative voice speaks of the House codes of Dior and the causes she advocates, to include re-interpretations of the Bar Jacket, Miss Dior dress, and even the Toile de Jouy. A collection that celebrates the past – the post-war ‘New Look’ adovcated by Christian Dior, and the rise of British underground- and sub-cultures of the 1950s – while re-iterating Maria’s call for feminity dress that transcends gender and anatomy for tomorrow. This new to-be-icon bag “30 Montaigne” being part of this very vision.
Images courtesy of author, additional artwork by Curatedition with images from Dior.