LVMH has released its first photo of Rihanna as the face of its Parfums Christian Dior scent J’adore. Here’s why the brand has chosen to work with the pop icon…
Parfums Christian Dior has welcomed Rihanna as the new muse of its iconic perfume J’adore and has just released the first image of the pop star in the advertising campaign, which will air on 1st September 2024.
For two decades, since its launch in 2004, the fragrance’s marketing campaigns have been fronted by South African actress Charlize Theron. But Theron has finally hung up her golden hoop necklace and become an ambassador for Dior’s skin care line instead.
The baton has been passed to Rihanna, who is already a beauty mogul. Her successful Fenty beauty brand, which is also owned by LVMH, has been a pioneer for colour cosmetics shade inclusivity since it first launched in September 2017.
The marketing campaign was shot by photographer Steven Klein at France’s Palace of Versailles, with the theme ‘the beginning of a new dream in gold’. Rihanna wore a gown especially created by Dior’s Creative Director Maria Grazia Chiuri, teamed with bold jewellery.
“Both an honour and a mission”
Rihanna said that she has always loved the scent and that becoming the new face of J’adore was “both an honour 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,” she said. “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.”
Meanwhile, CEO of Parfums Christian Dior Véronique Courtois said she was incredibly proud to welcome Rihanna into the Dior family and explained more about why the brand specifically chose the pop idol to fill Theron’s gilded shoes.
“Her golden dream promises to be unique, reflecting a fragrance that is present for women, and retains its radiance. The exceptional talent, audacity, and captivating beauty of this absolute star are the ideal embodiment of dazzling, powerful Dior femininity that transcends generations,” she said.
She also added: “Christian Dior would most definitely have adored her!”