Tuesday, 6 November 2012

1950s fashion - Dior licensed dress

Worthing Museum has a dress produced in Australia by Sydney label, House of Youth, under licence to Christian-Dior New York

  • By the 1950s licences for making couturiers perfumes and stockings were well-established. Dior broadened this practice to include licensing agreements for all aspects of his business. This meant he had control over the way his products were marketed, priced and sold around the world.
  •  Manufacturing of licensed Dior products took place locally, so, for example the Christian-Dior New York line was made in America.
  •  In 1952 Dior set up an agreement with House of Youth in Sydney, Australia. The agreement gave them rights to Christian Dior-New York, which offered Dior at an affordable, local price. It was a range aimed at those living in non-European climates.House of Youth would paid for a pattern and a toile, they then had the option of using the original fabric specified by Dior, or using a cheaper local option agreed to by the house of Dior.
  • Licensing agreements were set up around the world, including from  Mexico, Cuba & Canada to Chile & Japan.

Ref: Alexandra Palmer, Dior, London: V&A (2009)  

For a Dior timelime

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