From the beginning of the 20th century, the Avenue Montaigne district, along with Avenue George-V and the Champs-Elysées, gained in prestige and attracted wealthy Parisians. The greatest couturier of the time, Paul Poiret, established his fashion house on Avenue d’Antin in 1909. Little by little, all of his competitors were joining the Golden Triangle of luxury. In 1947, Dior moved to Avenue Montaigne, a stone’s throw from the Plaza Athénée and its luxurious suites (photo). It was followed by other prestigious names such as Givenchy, Yves Saint Laurent, Nina Ricci, Louis Vuitton, Balenciaga, Versace, Hermès, Chanel, Armani, Prada, Valentino.