New Look 1947

New Look 1947 came out in 2010, when Dior expanded La Collection Privée, a line created in 2003 and reserved for its boutiques. François Demachy, then Dior’s perfumer-creator, signed a series of creations there that tell the story of the couturier’s life and world.

A fashion show for a name

On February 12, 1947, at 30 avenue Montaigne, Christian Dior presented his first collection. Faced with these flower women in bright colors, Carmel Snow, editor-in-chief of Harper’s Bazaar, coined the phrase that would name the couturier’s style for decades.

The house presents the fragrance as the heir to that moment, an explosive, generous and highly feminine floral, which it classifies among spicy florals.

The perfumer’s words

François Demachy explains that he drew on the femininity of the New Look: a rose and a jasmine that open like a skirt with an abundance of fabric around a slim waist, with tuberose giving the bouquet its swirl.

A name taken up again in 2024

In January 2024, Dior launched a fragrance called New Look in La Collection Privée, an aldehydic amber signed by Francis Kurkdjian, who now leads Dior’s fragrance creation.

Dariush Alavi notes that the name suggests a replacement for New Look 1947, although the link between the two fragrances is hard to discern.