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Luxury brand Dior has tapped global megastar Rihanna to be the face of its new campaign.
The latest initiative aims to mark a new era for the brand's "J'adore" line, with renowned perfumer Francis Kurkdjian taking the reigns as Dior's perfume creative director.
"The gold of J'adore are its flowers and the quest for pure gold. It is gold-heated at such a temperature that the impurities evaporate.
All the composition work was to capture the aura of J'adore and not lose its common thread of all these flowers, which are finally one. But at the same time, try to infuse the idea of modernity and really keep a motif that embodies this idea of opulence, wealth, carnality, and sensuality," Kurkdjian explains.
In a one-minute short film shot by contemporary fine art and commercial photographer Steven Klein, Rihanna transforms into a queen, using the Hall of Mirrors in Versailles as her runway, and the famous Grand Canal as her stage.
Through her star power and mass appeal, Rihanna's presence in the campaign serves as an ode to the legacy of the renowned fragrance.
Klein shares his experience working on the film, having collaborated with Riri and Dior in the past.
"Orchestrating the encounter between Rihanna and J'adore at Versailles was a truly inspiring challenge [...] We had already enjoyed a foretaste of the experience with the 'Secret Garden' film shot in 2015, but the ambience was completely different, and more nocturnal. With J'adore, everything was focused on gold and light," Klein told Harper's Bazaar.
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Klein continues, saying he wanted to create a visual dialogue between 18th-century style and Rihanna's contemporary beauty.
Because of this, the film "bridges several worlds and several eras and manages to achieve a natural and radiant universal appeal."
Dior's newest effort is a prime example of effective celebrity and influencer marketing.
By collaborating with artists like Rihanna, the company not only reinforces its status as a world-class luxury brand but also manages to stay relevant in cultural conversations, sparking buzz on social media.
The J'adore Legacy
Dior first introduced its J'adore line back in 1999, boasting a luxurious floral scent featuring notes like jasmine, ylang-ylang, and rose.
Created by perfumer Calice Becker, it quickly became one of the brand's most iconic and best-selling perfumes, often celebrated for its timeless appeal.
In 2004, Dior tapped on South African-American actress Charlize Theron to be the face of its J'adore fragrance.
Since then, Theron has been closely associated with the perfume, having been featured in numerous ads and campaigns highlighting the luxurious and glamorous essence of the fragrance line.
As the brand enters a new chapter, it passes the torch to Rihanna, who now represents the modern version of the house's bestseller.
The "California King Bed" singer shares her experience working on the campaign in a news release from Dior parent company LVMH, praising Klein for his genuineness and child-like passion for the art and saying that being J'adore's new face "is both an honor and a mission."
"This scent, that I have known and loved for so long, means so much to women. It is more than a perfume, it is a companion and a reference.
I am especially touched to join this adventure and to contribute to it through my world, my story, my roots, as well as my creativity and my own femininity," Rihanna added.
Recently, Rihanna also starred in a class-themed Puma campaign, which was done in collaboration with her own beauty brand, Fenti.
Editing by Katherine 'Makkie' Maclang
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