Rihanna reinvents herself as a golden goddess for the new Dior J’adore campaign

Iconic muse Rihanna is transformed into a golden queen, a striking visual metamorphosis.

In this campaign inaugurating her role as the new ambassador for Dior’s legendary J’adore fragrance, Rihanna embodies a powerful, refined femininity rooted in emotion. A striking transition from the emblematic legacy left by Charlize Theron, who was the muse for two decades.

A campaign filmed in Versailles: rise and golden glow

The advertising film, directed by Steven Klein, transports us to the symbolic setting of the Palais de Versailles. Rihanna first appears in a dark outfit evoking mystery, before a striking visual transformation into a golden goddess, sublimated by a corseted Dior gown and adorned with a pearl necklace designed by artist Hervé Van der Straeten .

She evolves in the Galeries des Glaces and on the Grand Canal, in an aesthetic reflecting “the beginning of a golden dream” according to Dior CosmeticsBusinessGlamourAllure. The clip concludes with a powerful image: Rihanna walks on water, embodying a metaphor of feminine power and dream incarnation. The whole is punctuated by her song Love on the Brain (2016).

A strong personal bond with fragrance

Rihanna’s choice of fragrance isn’t just down to her status as a global star. She has often cited her emotional connection with J’adore, dating back to her childhood: her mother worked in a perfume shop and often brought home the latest samples of the fragrance RedditPeople.com.

Madame Véronique Courtois, CEO of Parfums Christian Dior, hailed the “audacity” and “feminine power” embodied by Rihanna, saying that Christian Dior himself would probably have adored her REVOLTRedditPeople.com.

Critical analysis , a combination of heritage and modernity

Positives:

• The staging at Versailles reinforces the perception of luxury and prestige.
• Rihanna brings a contemporary, strong and inspiring dimension, in line with her entrepreneurial image (Fenty Beauty, etc.).
• The message “Your dreams, make them real” sounds like an invitation to reinvent oneself with confidence.

Reserves issued :

• Some observers find a dissonance between the refined image historically associated with J’adore and Rihanna’s more urban or daring style.
• On the forums, criticism is also levelled at aesthetic choices such as highlighting Rihanna’s skin.

Versailles, an eternal symbol

Although filming took place in Versailles (just outside Paris), this campaign remains inextricably linked to the history of Parisian fashion. Versailles stands for excellence, refinement and elegance, all elements that define the spirit of Dior – the quintessentially Parisian house.

What next?

This campaign undoubtedly marks a turning point for Dior, as it seeks to rejuvenate and diversify its sphere of influence. The film generated considerable media exposure: a campaign with significant media impact, a visual translation of a Vogue Business“cultural moment”.