Dior // “Building the Dream” // Gigi Baini // Head of Architecture

“From the beginning, the Maison has been about couture – and what is couture, but architecture for the body? In both disciplines, you have this compelling conflict between the technical and the creative; precision and beauty; structure and softness; steel and roses. Everyone here understands that we can never separate the hard realness of what we do from the soft romance – that is Dior. “

It all started in the 1940s with one unique vision. Monsieur Dior’s famously said, “We owe it to tradition to be disruptive.”  I think this quote perfectly embodies the nuanced balance between tradition and disruption we have here at Dior.