Last year, Dior launched a blockbuster fragrance, JOY, as an ode to the pleasures in life, and this year the brand is doubling down on the indulgence with the latest iteration, JOY Intense. The brief to Dior’s master perfumer, François Demachy, was simply “more joy” — and in today’s manic world, that sounds just about right. But the emotion is more than an antidote to too much stress and political unrest, it’s the spirit inherent in the fashion and beauty empire; the frame of mind Christian Dior himself adopted throughout both the hardships and successes in his life.
“JOY FLOWS THROUGH THE VEINS OF THE DIOR HOUSE,” Frédéric Bourdelier, the brand’s historian, muses. Looking back through the house’s history, we picked up a few noteworthy mantras from Monsieur Dior, reminding…
