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“The cupcakes — everyone loves the cupcakes. Because at the end of the day, they make you feel good,” Christian Dior chief executive Sidney Toledano said Thursday night in London, where he cohosted a dinner with Dior Parfum’s Claude Martinez marking the opening of a major in-store collaboration between Dior and Harrods.

Toledano was referring to the Dior-themed fashion cupcakes created as part of the month-long event, which includes nine pop-up shops, a host of exclusive products and 33 bespoke window displays at the Knightsbridge store.

This story first appeared in the March 18, 2013 issue of WWD. Subscribe Today.

Guests including Antoine and Delphine Arnault, Natalia Vodianova, Tali Lennox, Bryan Ferry, Gillian Anderson, Marc Quinn, Elizabeth McGovern, Simon Curtis, L’Wren Scott, Elizabeth von Guttman, Jade Jagger, Yasmin and Amber Le Bon, Stella Tennant, Matthew Goode, Georgia Byng and Tallulah Harlech gathered at Harry’s Bar in Mayfair, where the Bellinis were in full flow and the plates of pizza and fried zucchini were seemingly never ending.

Anderson, who was decked in a cream Dior dress with a peplum, admitted she didn’t know about the designer cupcakes — yet. “But I think it’s better to eat them before you buy your Dior dress,” she said.

“My first memories of Dior were the suits my mother wore — and I still have some of them,” said Scott, adding that she’s been working tirelessly ever since her show at London Fashion Week last month. “We went straight into sales and I am on the treadmill,” she said.

McGovern has been juggling her singing career with band Sadie & the Hotheads with shooting the fourth season of “Downton Abbey.” “We are warming up tomorrow night for Gretchen Peters — the best songwriter in the world — at Queen Elizabeth Hall,” said McGovern, adding that the band would be playing in July at the Cornbury Music Festival in Oxfordshire.