Rihanna’s Golden Goddess Era as the Face of J’adore Dior

Golden hour, but make it timeless. Rihanna is the new face of Dior’s J’Adore, bringing her radiant charm to the Hall of Mirrors at Versailles in a campaign directed by Steven Klein. The film’s golden hues and ethereal, dreamlike atmosphere are the perfect canvas for Dior’s signature fragrance, capturing the essence of J’Adore as much as that of Rihanna herself.

The New Campaign

Few icons possess the star power and elegance of Rihanna. The global sensation is not only the new face of Dior’s legendary J’Adore fragrance but also – you know – one of the biggest pop and R&B stars of the century, a successful businesswoman and actress. Directed by Steven Klein, the campaign film tells a sort of coming-of-age story: Rihanna arrives in Versailles dressed in a total black silhouette, adorned by a baseball hat and a diamond choker (both signed Dior) and then she transforms herself into a goddess that makes all of the dreams come true thanks to the new J’adore fragrance (the new tagline is “Your Dreams, Make Them Real”). As Rihanna strides through the legendary Hall of Mirrors at the Palace of Versailles, her every move radiates confidence and sensuality. To perfectly set the mood, one of the star’s hits plays in the background; a track from her 2016 (no-skip) album Anti, Love on the Brain: a perfect hymn of empowerment, passion and vulnerability.

The Dress of a Goddess

At the heart of the campaign is a show-stopping haute couture creation designed specifically for the campaign by Dior’s creative director Maria Grazia Chiuri. Rihanna’s dress is nothing short of a masterpiece, thanks to thousands of hours of meticulous craftsmanship poured into this creation at Dior’s 30 Montaigne atelier, with the expertise of their skilled artisans on full display. Embroidered with shimmering pearls, the dress captures the luminous essence of J’Adore’s golden theme. Adding an ethereal essence is the tulle cape that flows behind her with every step, while elegant pearly mittens and a bold statement necklace complete the look. The result? A gown that doesn’t just clothe Rihanna but transforms her into a living embodiment of J’Adore’s golden mystique. This ensemble now resides in the Le Pouvoir de l’Or room at La Galerie Dior, where visitors can witness firsthand the artistry and craftsmanship behind one of Dior’s most extraordinary creations.

The Legacy of J’Adore

J’Adore has remained a symbol of femininity and luxury, constantly evolving with its campaigns and ambassadors while remaining a constant classic in the fragrance market, – seriously, who hasn’t owned at least a sample of this heaven in a bottle? J’Adore has taken over shelves everywhere for decades now, alongside the likes of their very own Miss Dior, the iconic Chanel Nº5 and Angel by Mugler. This year, Dior celebrates a new era of J’Adore, with South African actress Charlize Theron passing the baton to Rihanna as the new face of the fragrance. Twenty years later, this campaign marks a new chapter in the fragrance’s history. Originally created by French master perfumer Calice Becker and first launched in the era of John Galliano at Dior in 1999 (they say that he gave the fragrance its iconic name, the English designer didn’t know a lot of French, but when he smelled it for the very time he said: “J’adore !”), the fragrance quickly became a must-have for women worldwide thanks to its unique tear-drop bottle shape designed by Hervé Van der Straeten, and of course, the fragrance’s electrifying notes. The top notes bring a juicy and tropical element as a first impression – with pear, melon, magnolia, peach, mandarin orange and bergamot, while the middle notes are dominated by soft, feminine florals, think jasmine, lily-of-the-valley, ylang-ylang, rose, orchid, plum and violet. The base notes bring you home to a comforting blend of musk, cedar wood, vanilla and blackberry. Releasing over a dozen variations of the original, the line has been quite the success, with the new Dior Perfume Creation Director Francis Kurkdjian’s J’Adore L’Or receiving largely positive feedback from perfume experts and collectors. L’Or is nuanced with notes of orange blossom, almond, mango and banana, adding a burst of juiciness to the scent, making it an even better fit for the new face of fragrance.

Why Rihanna?

Was anyone surprised when Rihanna was announced as the new face of the fragrance? We sure weren’t – the two are a match made in heaven, not only for Rihanna’s synergy with J’Adore as a scent, a sculptural work of art, or the campaign’s golden dress. Both Dior and Rihanna’s Fenty are owned by LVMH, making the partnership natural and mutually beneficial. While the star gets to add yet another accolade to her (already beyond impressive) resume, the Maison gets an iconic representative for its most emblematic fragrance, drawing in a younger audience that values inclusivity, empowerment and transformation. And all this, without compromising on the blueprint: blonde bombshell dipped in gold theme, appealing to the nostalgia that the initial campaign may awaken for the women it inspired twenty years ago. By working with Rihanna, Dior underscores the fragrance’s timeless appeal and modern relevance.

Courtesy: Dior

Text: Leilani Streshinsky