$3,300 for an old scent - has Dior gone too far?

Miss Dior Love Edition.
PHOTO: Dior

I love the luxury industry. It comes out with mental things like US$1,500 (S$2,050) paper clips (I'm looking at you, Tiffany & Co.) and US$1,800 sneakers (they better be good, Mr Abloh), but at least with your indulgent purchase, you get a new, never-before-experienced product.

I'm almost giddy with glee today because Dior has just launched its Miss Dior Love Edition, and as far as I can tell, it's exactly the same Miss Dior fragrance, but dressed up in a fancy new bottle and limited to only 47 bottles worldwide (with two in Hong Kong). The luxury brand has priced this new old perfume at HK$19,000 (S$3,300).

It's extraordinary, but the price adds to its allure. It's certainly a beautiful bottle to look at, with a pearl grey bow made of double-faced Japanese satin, embroidered with scarlet stones, grey beads and red sequins.

The craftsmanship, of course, comes from the experts at Dior Couture Ateliers. It's lovely, but the value lies entirely in the few centimetres of bow, which represents "the entire spirit of Miss Dior". This may sound excessively indulgent to some, but to others (myself included), it's genius marketing, and I bow to your bow, Dior.

Miss Dior Love Edition
Miss Dior Love Edition.
Photo: Dior

If you're one of the lucky/insane 47, please let me touch the bow. I'll buy lunch.

This article was first published in South China Morning Post

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