Last night, in the heart of West Hollywood at the intersection of Dior Avenue and Dior Terrace, Dior Beauty unveiled its latest pop-up to celebrate the new Miss Dior Fragrance created by Francis Kurkdijan, Dior Perfume Creation Director.
Named Miss Dior Avenue, the pop-up offers a transportive experience to a universe akin to a 1960s city street. It boasts a Parfumerie, Cinema, and Flower Shop, all drenched in Miss Dior’s iconic pink. Life here is idyllic. Guests relax at the cafe with a cup of gelato, penning postcards to their loved ones, which they subsequently post in a Dior mailbox. Some visit the Parfumerie for a crash course on the history of Miss Dior. Others head to the cinema, where the latest campaign featuring Natalie Portman (the face of Miss Dior since 2011) plays on the big screen. “Do you have popcorn?” joked one partygoer to the ticket counter, only to receive faux movie tickets and a charming pink popcorn box filled with saltwater taffy that seemed to appear out of thin air.
In attendance were Maggie Rogers, Banks, Alexandra Shipp, Lucy Hale, Antonia Gentry, Sophie Thatcher, Laura Condor, Beatrice Granno, and more. Angelenos were genuinely thrilled to be out despite the downpour outside. “This is my first Dior event, so I’m very excited about it,” said Beatrice Granno, known for her role in The White Lotus. Maggie Rogers shared the excitement. “So happy to be out in Los Angeles,” said Rogers from a quaint white park bench outside the Parfumerie. “I’m thrilled to be here with Dior celebrating their new perfume, and really excited to see Banks. We’ve been circling each other on the New York scene for a long time, and I have so much respect for her. I’m really excited to see her play.”
Shortly thereafter, Banks took the stage for a performance that included a hint at her upcoming album and acoustic renditions of fan favorites like “Beggin For Thread.” “It’s so beautiful,” said Banks of the room. “I came here earlier for a soundcheck. It was so fun discovering the little cafe, the flower shop… it’s awesome.”
Miss Dior Parfum, the first fragrance by Christian Dior, was introduced in 1947. It captured the joyful and hopeful spirit of the postwar era, drawing inspiration from Dior’s muse and sister, Catherine Dior, who was a Resistance fighter during World War II. With a nod to the ’60s and tied to the first Miss Dior ready-to-wear line introduced by Marc Bohan in 1967, Dior Avenue embodies the optimistic spirit of Lala Land in yesteryear—it’s a dreamworld inside of Los Angeles’ dreamland.
As the evening wound down and guests ventured back into the rainy night, they were led to their cars with umbrellas, each clutching Miss Dior-branded tote bags filled with fresh flowers and the latest fragrance, a reminder of the enchanting pink world Dior had crafted for the night. The Pop-up will be open to the public from March 8 to March 10 by appointment.
