The new era of J’adore Dior is already here

And Rihanna reigns supreme.

In case you hadn’t heard yet, which I doubt, Rihanna is the new face of J’adore Dior, taking over from Charlize Theron. The iconic fragrance is preparing for a new era, with a visual campaign by Steven Klein, which seeks to reach out to a younger and more diverse generation.

The promotional video portrays our RiRi strolling through Versailles and returning to the iconic Hall of Mirrors, the stage that Charlize Theron once walked on for one of J’adore Dior’s promotional videos. Wearing a necklace with several rows of pearls around her neck, reminiscent of one of the Greek goddesses, the one from barbados seems to float in a universe that evokes the luminous notes of the perfume. The necklace in question, by the way, belongs to the Christian Dior Couture Spring 1997 collection by John Galliano.

J’adore Dior was launched in 1999 and in 2004, no less than 20 years ago, Charlize Theron starred in her first ad for J’adore under the direction of photographer Nick Knight and with the creative vision of John Galliano, becoming the image of the perfume, and thus contributing to its consolidation as one of the most beloved luxury fragrances in the world.

Now, with Rihanna at the helm of the iconic fragrance, Dior embraces the shift to a new era, making a classic from the world of fragrance resonate with a contemporary audience: an evolution that promises to be towards a more contemporary vision.

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