Maria Grazia Chiuri Instagram – “A boutique called Miss Dior – after the perfume – will open next September on rue François Premier, next to the couture house. […] ‘The young don’t want fittings – they want to rush in and grab what they like, pay and rush out’, said Guiborge”. In this way, the New York Times chronicled this new type of fashion, aimed at a younger “Miss Dior”, leading to the use, for the first time, of ephemeral objects, such as shopping bags and signs.