The news is causing a lot of noise in the world of fashion, the singer Rihanna will become the muse of I adore, the best-selling perfume from the house of Dior. A first campaign is planned for September with the singer as the star of the campaign. We had clearly felt the connection with the house, for several seasons the singer had been in the front row of all the fashion shows, often very noticed, as in 2022, when she appeared very pregnant and very lightly dressed to attend the fall-Winter 2023 fashion show. in Paris. It is also in partnership with the LVMH group that the star launched her makeup brand in 2017, called Fenty Beauty.
In Video: How Rihanna Became a Style Queen
Since 2005, or for more than twenty years already, it was Charlize Theron who was the emblematic face of this iconic perfume, created in 1999 and which has since become one of the three best-selling perfumes in the world, that is to say if it is a bestseller that we don’t joke with at Dior. Now, we well remember the beautiful Charlize Theron, undulating in a pool of gold and leaning towards us to breathe ‘I adore‘… What motivated the decision to change this muse? And why did you choose Rihanna?
Since 2005, actress Charlize Theron has been the face of “J’adore”
Marketing
As for the press release, we talk about common values and inspiration: “Parfums Christian Dior have the immense pleasure of welcoming the icon Rihanna whose unclassifiable talent, singular beauty and universal aura now embody the universe of J’adore. A trail that has accompanied women around the world for more than two decades with brilliance and loyalty. The scent of a powerful, free and liberated woman who resonates with her intimate history and which she makes her own as an emblem of audacity and seduction”. But we also know that a muse has an ultimate mission, that of selling perfume to as many people as possible and as such, it must be admitted that Rihanna remains one of the most influential personalities to date… She reaches such an audience wide that the house could not ignore this influence.
Inclusivity
The American newspapers immediately pointed out that Rihanna is above all the first black woman in history to be the face of the emblematic fashion house, and this decision takes on the air of a revolution for observers. Has the fashion world finally broken down certain barriers? It is clear that Rihanna embodies this trend which has now become irreversible in the world of fashion: greater inclusiveness, openness, a vision of the uninhibited woman who frees herself from diktats and injunctions…
Rihanna in 2022 at the Dior fashion show, immodest and triumphant.
Rihanna is a woman who is above all immodest without being controversial, her aura is undeniable, she embodies a woman of power and audacity, who knew how to choose her destiny: she was therefore, in this respect, the ideal candidate to reach all audiences and allow the brand to remain modern and desirable, while following the paradigm changes in society…
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