Millinery Museum - The quintessence of femininity

The Museu da Chapelaria (Millinery Museum) in São João da Madeira is the only museum of its kind in the Iberian Peninsula, having been created in 2005 inside a former hat factory. That factory — known as the "New Factory" — was founded in 1914 by António José Oliveira Júnior, a prominent figure in the city who received a government diploma for Industrial and Agricultural Merit. The establishment was innovative in its manufacturing techniques and was notably responsible for introducing the merino wool "fashion hat" to Portugal, holding a monopoly on its production for many years before closing in 1995. The museum is conceptually oriented around the millinery industry, hat commercialization, social habits, and economic impact. The museum's exhibitions highlight both its permanent collection and temporary programming. The permanent exhibition takes visitors on a journey through the various stages of hat manufacturing across three floors and seven distinct areas. In January 2025, to mark the museum's 20th anniversary, the museum launched a temporary exhibition centered on the French haute couture house Dior. The hat exhibition, developed in collaboration with the Musée Christian Dior in Granville, was conceived exclusively for the museum's temporary exhibitions room, marking Maison Dior's debut in Portugal through a tailor-made show. Featuring 15 pieces designed by Christian Dior himself, the exhibition invites reflection on why the couturier considered the hat "the quintessence of femininity,"