Anyone Can Shop Couture at Dior's Paris Flagship—Very Few Get to Spend the Night

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Coco Chanel spread her coromandel screens at 31 Rue Cambon, Yves Saint Laurent marked his territory at 5 Avenue Marceau, and Christian Dior was eternally bound to 30 Avenue Montaigne. Before he even founded his couture house in 1946, the debonair aesthete had chosen his headquarters. Upon discovering the building while on a stroll through the 8th Arrondissement with a friend, Dior declared he would settle there, because “nowhere else” would do.

That he did, turning the 19th-century hôtel particulier—built in 1865 for the widow of Count Alexandre Colonna-Walewski, an illegitimate son of Napoleon—into a neoclassical temple of silk faille and tulle. In these salons Dior would debut his legendary New Look in February 1947, and he continued to enthrall editors and A-listers until his death a decade later.

Monsieur Dior was as much an epicure, gardener, perfumer, and gallerist as he was a couturier, which is to say that he would be quite pleased with the state of his beloved HQ today. Fresh off a two-year renovation by Peter Marino, the maison has become an exuberant 100,000-square-foot homage to its founder’s favorite pursuits. The whole Dior universe, from fragrance to couture, is now joined by a restaurant and pâtisserie helmed by chef du jour Jean Imbert, three gardens, and an exhibition space, the largest devoted to fashion in Paris.

The true pièce de résistance is La Suite Dior, a 1,500-square-foot sanctuary currently reserved for the most loyal (read: highest spending) clientele. With it come the keys to an overnight pleasure palace—Eloise’s Plaza, but make it fashion. Feel like trying on haute joaillerie before bedtime? Done. Craving truffle fries at 4 a.m.? A chef is on call 24/7. If you’re already an established patron, simply call your sales associate to book. Otherwise, we suggest you start building that Dior portfolio ASAP.

This story appears in the Summer 2022 issue of Town & Country. SUBSCRIBE NOW

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