Scent of a Generation: Miss Dior Avenue Pops Up on Melrose

By Laura Eckstein Jones By Laura Eckstein Jones | March 12, 2024 | Style & Beauty, Parties, Events, Style & Beauty, Style, Style & Beauty Feature, style and beauty, fashion, Apple News, City Life,

Christian Dior Parfums Reveals a Refreshed Miss Dior Fragrance at a Buzzy Pop-Up Boutique in West Hollywood.

BANKS; photo by Marc Patrick/BFA.com

The week leading to the Oscars is traditionally jam-packed with events and activities. Despite the competition, the opening of Miss Dior Avenue, an immersive pop-up shop on Melrose Ave. celebrating the new Miss Dior Parfum by Francis Kurkdjian, was buzzing with a who’s who of Hollywood.

Fresh-faced starlets and influencers, including Alexandra Shipp, Lucy Hale, Adam DiMarco, Justice Smith, Maggie Rogers and more—wearing Dior by Maria Grazia Chiuri and Dior by Kim Jones—braved stormy skies to experience the boutique, which was decked out with various experiences highlighting the revamped fragrance.

Created by Christian Dior in 1947 to be the scent of a young, vibrant generation, Miss Dior spoke to the swinging 60s and has evolved over time to always evoke a fresh, youthful energy. Kurkdjian’s delicious new interpretation has notes of strawberry, peach and apricot balanced by gourmet jasmine.

Leaning into Miss Dior’s intoxicating scent, the pop-up’s cafe served coffee, scoops of gelato (sweet pistachio rosewater, raspberry stracciatella, pavlova with berries) and vegan strawberry sorbet, while a mirrored “flower shop,” stylized theater, post office (complete with spritzable postcards to write and mail) and more allowed for multiple photo ops throughout the evening. Following a set by DJ Karaba was a surprise performance by BANKS, who held the room’s attention with her soulful sound.

Kelsey Merritt; photo by Marc Patrick/BFA.com