The House of Dior has just unveiled its commercial video with Rihanna, visionary artist and symbol of feminine empowerment, named muse of its J’Adore fragrance at the beginning of the summer. A new era for the iconic juice after two decades under the sign of South African actress Charlize Theron.
On September 1, the House of Dior opens a new chapter with the unveiling of its new advertising film for J’Adore, the legendary fragrance created in 1999. Announced as the new muse for Parfums Christian Dior’s star fragrance in June, international R&B icon and inspirational businesswoman Rihanna appears immortalized under the golds of Versailles by photographer Steven Klein.
To the sound of her track Love On The Brain, Rihanna marks a return to the original soulful accents of the first Dior J’Adore fragrance spot, which was served up by Barry White’s timeless Never, Never Gonna Give You Up (1973).
Rihanna x Dior J’Adore
As the new face of J’adore, Rihanna, multi-talented artist and archetype of the powerful woman, takes over from actress and producer Charlize Theron , who had embodied the famous juice since 2004.
Renowned for her ability to transcend the boundaries of music, fashion and business, Rihanna was also a strategic choice because of her global influence and her commitment to diversity and inclusivity. These are values she actively promotes through her brand ecosystem, supported by the LVMH group and comprising Fenty Beauty for cosmetics and skincare products, as well as Savage x Fenty, her lingerie label adapted to all body types.
In Dior’s new campaign, set against the backdrop of the Château de Versailles, the Barbados-born star appears in a sumptuously embroidered gold gown designed by Maria Grazia Chiuri, the Maison’s artistic director since 2017. Rihanna is transformed into a contemporary queen under the lens of photographer Steven Klein.
The golden bath ritual, emblematic since the first Dior J’Adore spot in 1999 with Estonian supermodel Carmen Kass, takes place in the Grand Canal of the Versailles estate, while the star strolls through the famous Galerie des Glaces. The 36-year-old singer, who has not released an album since 2016 with Anti, is the second after Charlize Theron in 2011 to walk the legendary ballroom of the Château de Versailles.
The slogan “Your dreams, make them real” is taken directly from a quote by French writer Antoine de Saint-Exupéry, “Fais de ta vie un rêve et d’un rêve, une réalité” (“Make your life a dream and a dream a reality”). This signature underlines the idea of a fusion in which Rihanna becomes the embodiment of this golden dream that Dior wishes to share with women the world over.
An iconic fragrance reinvented
Created in 1999 by Calice Becker and Ann Gottlieb, J’adore quickly marked a break with the trends of the time, standing out for its luxurious floral bouquet and signature amphora bottle, designed by Hervé van der Straeten.
In particular, its gold ornamentation, reminiscent of the traditional necklaces of the Massai tribes, has been a landmark ever since.
This collaboration is a true celebration of J’Adore by Dior, embodied by a woman who continues to inspire millions of people around the world.
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Featured Photo: © Dior
