Image: By Patrick Demarchelier
Christian Dior will launch China’s latest luxury-art partnership at the National Museum of China in Beijing from November 13 through next January. Exhibiting more than 100 dresses, the traveling “Esprit Dior” exhibition is curated by Florence Muller.
The “Esprit Dior” exhibition will explore 10 themes through perfumes, accessories, apparel, photography and artwork by contemporary Chinese artists. Christian Dior’s fondness for gardens is one of the themes that will be highlighted during the exhibition, along with celebrity connection, emblematic codes and high jewelry.
According to museum deputy direction Chen Lusheng, these exhibitions help to bring attention to history and art and although the museum is a non-profit organization, it will continue to organize cultural events in addition to commercial activities, including luxury brand partnerships.
Dior is not the first luxury brand to present a luxury-art partnership. Louis Vuitton’s “Voyages”, Chanel’s “Cultural Chanel”, Bvlgari’s “Beijing retrospective”, Cartier’s “Forbidden City extravaganza” and Fendi’s “Great Wall showcase” all ran prior to Dior’s launch.