Some brands make clothes—Dior creates worlds. From evocative runways to thoughtfully curated exhibitions, the House has mastered the art of making people stop, look, and feel. Its latest chapter arrives in Seoul, where ‘Christian Dior: Designer of Dreams’ show takes over the iconic Dongdaemun Design Plaza. The sweeping retrospective has already captivated audiences in cities such as Paris, London, Shanghai, Chengdu, New York, Doha, Tokyo, and Riyadh, with each stop offering a distinct lens into Dior’s enduring legacy.

Curated by Florence Müller—an authority on haute couture and fashion history—the Seoul edition offers a fresh perspective shaped by Korea’s cultural and artistic landscape. The exhibition immerses visitors in more than seventy-five years of creative brilliance, all brought to life through the innovative design of Shohei Shigematsu, partner at the globally respected firm OMA.

 

Dongdaemun Design Plaza

 

The voyage begins at the heart of 30 Avenue Montaigne, where the grand entrance echoes the townhouse façade, boldly printed on fabric. From there, you’re invited to wander through a series of refined spaces—from the couturier’s office to the intimate salons and ateliers. Then, behold the ‘New Look’ in all its glory: a visual masterpiece that encapsulates Dior’s transformative vision, framed by a scenography that mirrors the graceful lines of the legendary Bar suit.

In homage to Christian Dior’s love of flowers, the ‘Miss Dior’ room uncovers the many layers of its iconic fragrance—a manifesto of modern femininity. The story of its origins and evolution is told through a collection of archival objects and a dress worn by Natalie Portman, set against a poetic installation by artist Eva Jospin.

Meanwhile, the ‘Dior Garden’ honours the cultural reverence of gardens in Korea with a striking installation: a monumental moon jar adorned with a floral constellation by artist HyunJoo Kim. This piece highlights the intricate beauty of Hanji, the traditional Korean paper made from mulberry fibres, and the composition is tied together with a ginkgo bench from the Lalanne collection, adding a sophisticated touch of nature.

The tale of ‘J’adore‘ then unfolds through a captivating artwork by Jean-Michel Othoniel, paired with remarkable bottles imagined by Victoire de Castellane and India Mahdavi. Completing the story are gold-embroidered dresses, worn to perfection by celebrated ambassadors like Rihanna, whose presence embodies the fragrance’s timeless allure.

Christian Dior’s legacy, along with the creative imprint of his six successors—from Yves Saint Laurent to Maria Grazia Chiuri—is showcased in a space inspired by Jogakbo, the traditional Korean patchwork. Archival sketches and designs trace a flowing path, like a ribbon in motion, with each era of Dior connecting to the next, culminating in a striking portrait of the couturier by multidisciplinary artist Zadie Xa.

In the white canvas room, the craftsmanship of the petite mains is honoured through light-filled reflections. Nearby, ‘Colorama’ celebrates Dior’s world of accessories and fragrance with a vibrant display of colour and composition.

And for the first time, Lady Dior gets a room of its own. Reinterpreted by 26 Korean artists across two projects—’Dior Lady Art’ and ‘Lady Dior As Seen By’—the bag becomes a canvas for bold visual storytelling rooted in local perspectives.

As the journey nears its end, visitors step into a gallery of show-stopping looks once worn by Dior muses including Charlize Theron, Jennifer Lawrence, Jisoo, and Celine Dion. The final gallery celebrates Christian Dior’s love for balls and celebration. Elegant pastel and white ensembles—colours that carry meaning in Korean heritage—shimmer beneath a starry sky and a luminous installation by Soo Sunny Park. It’s a finale designed not just to impress, but to linger.

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