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Christian Dior founded his Parisian namesake brand in 1946. The house of Dior is famous for its haute couture designs and for creating the ‘New Look’ that would influence the style of the fifties, and has become a leading luxury brand with a reputation for innovative style. In 1950 Jacques Rouët devised a licensing program to place the now-renowned name of "Christian Dior" visibly on a variety of luxury goods. It was placed first on neckties and soon was placed on hosiery, furs, hats, gloves, handbags, jewellery, lingerie, and scarves.