Every year in December, Dior turns its historic building on Avenue Montaigne into a giant Christmas decoration. What started as simple holiday lighting has become a real Paris tradition, followed by locals, visitors, and even people who don't care much about fashion. For a few weeks, the street becomes an open-air Christmas show.
These displays are not window decorations in the usual sense. Dior uses the entire façade of the building: walls, windows, balconies, and corners. Everything is designed to fit the architecture, not cover it. That's why the building is always recognizable, even when it's wrapped in light. The decorations are custom-made every year and never reused. Once the season is over, they are taken down and replaced by a completely new idea the following winter.
One fun fact: Dior's Christmas displays are often inspired by the brand's history. You'll see references to couture workshops, lucky charms loved by Christian Dior, stars, gardens, or festive objects transformed into oversized sculptures. The goal is not just to impress, but to tell a story that mixes fashion and fantasy.
Another interesting detail is timing. The installation takes several weeks and is usually done at night, when traffic is lighter.
Today, Dior's Christmas façade is one of the most photographed holiday decorations in Paris. It has become a winter ritual: walk down Avenue Montaigne, look up, and enjoy how a fashion house turns a street corner into part of the city's Christmas spirit.
