Rihanna is no stranger to Dior. When Raf Simons was in charge of the house, Oceans 8 The actress became the brand’s first black celebrity ambassador. And now it’s clear what Dior hinted at in June when it posted on Instagram that J’adore would have a “new queen.”
The superstar was introduced as the new queen of the iconic fragrance, which was created by perfumer Calice Becker in 1999 and has become a coveted scent. She replaces Charlize Theron, who was the face of the scent for 20 years.
There’s something regal about the gold tones of this new campaign, shot by contemporary and artistic photographer Steven Klein, who is also a friend of Dior. From Rihanna’s hair to her hazel eyes, her skin and the Versailles backdrop, everything in the campaign photos screams gold. As Dior puts it in its notes: “It’s a metamorphosis and a coronation between a pop idol and a legendary perfume.”
The collar-style necklace worn by Rihanna has been reinvented, the house explains in its notes, while the gold-embroidered dress with pale sequins were both designed by Dior’s womenswear creative director, Maria Grazia Chiuri. For Rihanna, J’adore is a dream perfume that the singer has always loved “as if she was destined for it,” explains Dior. The latest J’adore version, L’or, with its sunny and floral notes, was created by master perfumer Francis Kurkdjian – who has also been perfume creation director since 2021.
Rihanna has frequently attended Dior shows and made waves during Haute Couture Week 2024 in January when she made a comeback, sparking rumors that she was starting over with the house. All of this news comes with the announcement this week that the currently struggling Victoria’s Secret has hired the former CEO of Rihanna’s lingerie line Savage X Fenty, Hillary Super. Super has led Savage X Fenty since June 2023 and will be Victoria’s Secret’s third CEO in four years.
Also last week, Dior launched its new fall 2024 makeup collection in silver, gold, pink and blue tones. Peter Philips’ line celebrates Paris, particularly the rue de Faubourg Saint-Honoré to 30 Avenue Montaigne, two important streets for the eponymous founder. A map of the city covers the cases of lipsticks, nail polish and palettes featuring the main sights of Paris. The Dior Prestige La Micro-Huile De Rose activated serum was also launched last week.
With House of Dior’s new product launches featuring Rihanna, its partnership with Rihanna and the stunning dresses worn by Lady Gaga and Celine at the Olympic Games opening ceremony, 2024 is shaping up to be a golden year for the brand after 2023 saw revenue of €83.2 billion ($92.7 billion) and a surge in organic growth, according to Yahoo Finance.
