Fashion
In a moment that will be remembered as a turning point for fashion collecting, DIOR Masterpieces: The Mouna Ayoub Haute Couture Collection has officially set a new world record for a Haute Couture auction, achieving a total of €6,187,610, results including buyer’s premium . The historic sale concluded on Thursday, January 29, following two days of public exhibition and a live, in-person auction held at the storied Hôtel Le Bristol Paris, reaffirming couture’s status as both cultural heritage and collectible art.
Presented by Kerry Taylor Auctions in collaboration with Maurice Auction, the auction brought together an exceptional selection of 126 Christian Dior Haute Couture creations from the legendary wardrobe of Mouna Ayoub, assembled over more than four decades . Widely regarded as one of the most important private haute couture collections dedicated to the House, the sale offered a rare panoramic view of Dior’s evolution, spanning pieces created between 1984 and 2022 under successive creative directors Marc Bohan, Gianfranco Ferré, John Galliano, Raf Simons and Maria Grazia Chiuri .
The response from collectors was nothing short of extraordinary. The auction achieved a white-glove sale, with 100% of lots sold, while the exhibition welcomed over 1,000 visitors across two days, drawing international collectors, institutions and fashion insiders eager to witness couture history first-hand. Among the highlights were four new world records, led by a John Galliano era Dior dress, which sold for €663,000, becoming the most expensive Dior garment ever sold at auction. Additional records were set for a Dior dress by Gianfranco Ferré, which achieved €58,500, and an ensemble by Raf Simons, sold for €91,000, underlining the growing appetite for both archival and contemporary couture.
Central to the collection, and to Ayoub’s personal story, are the works of John Galliano, whose creations occupy a defining place within the sale. From the theatrical drama of Mata Hari and Diorient Express to the raw poetry of Clochards, Galliano’s designs resonated deeply with the collector. “Galliano was without a doubt my favorite,” Ayoub reflected, describing how his work embodied a sense of freedom and emotional expression that marked a transformative chapter in her life. Many of the pieces were preserved in near-pristine condition, some never worn, acquired with the discernment of a fine art collector rather than a traditional client.
More than a commercial triumph, the Dior Masterpieces auction stood as a cultural moment, one that reinforced haute couture’s enduring relevance in an increasingly fast-paced fashion landscape. Through exceptional craftsmanship, emotional provenance and historical significance, the sale demonstrated that couture, at its highest level, continues to transcend trends and time. As collectors placed their final bids beneath the gilded ceilings of Le Bristol, one thing became clear: Dior’s couture legacy is not only preserved, it is more powerful than ever.
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