Chiuri will be the first woman creative director at Dior in the company’s 70-year history. “I understand that it will be announced after the (July) couture show,” one of the sources said. The designer would replace Raf Simons, who departed from creative director last October. Dior has relied upon two members of its design team to deliver its Autumn/Winter 16 and Cruise 17 women’s wear collections seeking a head designer. In 2007, Chiuri has worked alongside design partner Pierpaolo Piccioli, as the brand’s joint-creative director after being hand-selected by Valentino Garavani himself. They helped to turn Valentino into one of the luxury industry’s most profitable brands and one of the strongest in terms of sales growth. Chiuri will join Dior at a rough time. Dior’s fashion sales has dropped in the past year and a half, going from double-digit to flat sales growth in the first quarter of this year. Dior is the parent company of LVMH. It generates around 5 billion euros in annual sales, more than three fifths come from perfume and cosmetics. If the rumours are true, Chiuri would be taking the name of creative director.