First created in 1995, the iconic Chouchou bag has become the representation of the quintessential essence of the maison spirit. The first appearance and the trigger for success was at the Paul Cezzane exhibition at Le Grand Palais in Paris, where Bernadette Chirac - France's first lady - presented this accessory to Princess Diana of Wales. From its beginning, the bag defined its success thanks to the record-breaking production of one night and particular structure made the princess fall in love. Since she used to be one of the most photographed women in the world, the chouchou appeared along with her in many of royal engagements. Consequently, the "Lady Diana effect" managed to exhaust its sales in January 1996, selling over 200,000 in the next two years. Thereafter, the Maison renames the bag under the name of Lady Dior, honoring that moment.
Now, Maria Grazia Chiuri presents - for the spring / summer 2020 ready-to-wear collection - a reinvention in this iconic bag. Made in Italy, the new Lady D-Lite features a refined and minuscule design, this responds to a unique ritual: the realization of a tone-on-tone three-dimensional embroidery with the Dior Cannage motif. Its construction is made on a wooden structure, allowing it to finish with greater resistance to daily life.
Metal inserts - like carabiners, buttonholes and a new interpretation of charms - are a tribute to Monsieur Dior's talismans - enhance and seal the bag's codes of elegance. This new object of desire, has a matching shoulder bag and we can find it in gray, black, pink and white to adapt to any time of day.