Cover Rihanna is the new face of J’adore (Photo: Steven Klein for Christian Dior Parfums)
Rihanna is the new face of J’adore (Photo: Steven Klein for Christian Dior Parfums)
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Dior’s iconic J’adore perfume enters a new era with global superstar Rihanna as its latest muse
After two decades of actress Charlize Theron’s ambassadorship of its iconic J’adore fragrance, Dior has unveiled a new muse: nine‑time Grammy winner and beauty mogul, Rihanna.
“The House of Dior has always represented the highest level of elegance, craftsmanship, and the regality of a woman,” Rihanna shares. “It’s always an honour to be a part of the brand’s history, and to now represent J’adore is an even greater responsibility because of how important this fragrance is to Dior.”
In a statement, the maison describes the global superstar as “a unique goddess with neither limits nor boundaries” and “a powerful and inspiring woman”—qualities that embody the perfume’s representation as an “ode to fearless women” and their “daring and beauty”.
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Above L’Or de J’adore
L’Or de J’adore
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Rihanna’s connection with J’adore runs deep. “I have always loved this perfume. My mother worked in a perfume shop and she used to bring home the testers when they were almost empty. There was always a bottle of J’adore in the house,” she recalls. Describing J’adore as a “unique fragrance”, she says the scent “has an aura; it expresses a genuine ‘essence’. It is fresh and sexy at the same time”.
The new floral bouquet of L’Or de J’adore comprises three main absolutes: luminous and fresh orange blossom; strong yet subtle jasmine grandiflorum, comprising notes of almond, mango and banana; and powerful and complex centifolia rose. Renowned perfumer Francis Kurkdjian, the director of Dior Fragrance Creation, shares, “[I] wanted to give this floral signature accents of purity by exaggerating the contours of the flowers, to bring out all their nuances and define a new texture, like enveloping liquid gold.”
The redesign of the scent is also extended to the instantly recognisable flacon it is housed in, which still sports a curved teardrop-shaped base. Where it differs in the new iteration is the metal cap, which curves around the glass in an organic fashion, as if it melted down.
Above The campaign film was shot in Versailles
The campaign film was shot in Versailles
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Rihanna was revealed as the new face of the fragrance in a campaign film directed by her long‑time friend and famed photographer Steven Klein. It opens to the tune of her 2016 smash hit Love on the Brain, as she breezes through the golden gates of the Palace of Versailles, a former royal residence of the French kings, from Louis XIV to Louis XVI.
Dressed in the iconic Dior look she wore to the haute couture Spring/Summer 2024 show earlier this year—a black puffer jacket with a cinched waist, matching pencil skirt and hat—Rihanna swaps her Lady Dior bag for a J’adore bottle. She then transforms into a sequin corset dress by Dior’s creative director Maria Grazia Chiuri, complete with a tulle trailing cape and a pearl choker and bracelets. As she wanders through the palace’s most iconic locations, including the Hall of Mirrors, she appears to walk on the waters of the Grand Canal.
Rihanna describes her collaboration with Klein as a “dream team”, stating “It’s such a joy to work with artists like him”. She also enthuses how the campaign film marks “a full circle” moment for her. She first appeared in the maison’s Secret Garden IV fashion campaign in 2015, which was also shot at Versailles by Klein. The photographer remarks, “Orchestrating the encounter between Rihanna and J’adore at Versailles was a truly inspiring challenge. We had already enjoyed a foretaste of the experience with the Secret Garden film shot in 2015, but the ambience was completely different and more nocturnal.”
Above Rihanna was dressed in a sequin corset dress by Dior’s creative director Maria Grazia Chiuri
Rihanna was dressed in a sequin corset dress by Dior’s creative director Maria Grazia Chiuri
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The 2024 J’adore, The Film also bridges the maison’s legacy with contemporary references—and Versailles serves as the perfect backdrop for Rihanna’s portrayal of the iconic fragrance. “Versailles is enchanting. Everything is astonishingly beautiful. It embodies so much history and the magnitude of French luxury,” she says.
Versailles has always been a historic venue for Dior. The palace’s grandeur and opulence, combined with the flamboyant style of the Enlightenment period, have significantly influenced Monsieur Christian Dior and the house’s aesthetic. The extravagant balls, Marie Antoinette, and the elegant court deeply influenced the couturier, whose designs were photographed there in 1952. When establishing the aesthetic codes that defined the house, he drew upon powerful symbols evoking an idealised 18th century. Elements such as the grey hue of 30 Avenue Montaigne, bows in “Fontanges” or “Poignard” styles, medallions, toile de Jouy fabric, and Louis XVI furniture revealed his fondness for the flamboyant Enlightenment style.
And then there is the colour gold. The story of Dior and the gilded hue is a long one, with its origins in the very sound of the name Dior, where “or” in French means gold.
From the early days of Christian Dior to John Galliano’s creative direction, gold has played a prominent role in Dior’s aesthetic. In the film, the colour is used extensively, from the shimmering gown Rihanna wears to the opulent decor of Versailles.
Above On the set of the campaign film
On the set of the campaign film
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“With J’adore, everything was focused on gold and light. I wanted to create a visual dialogue between the classical style of the 18th century and Rihanna’s incredibly contemporary beauty. This film invents a new universe that bridges several worlds and several eras, and manages to achieve a natural and radiant universal appeal,” says Klein.
The film—encompassing the scenography as well as Rihanna’s hair and make-up—is largely bathed in gold. Reflecting on her night at Versailles, the singer shares, “It is a dream in gold. J’adore is closely connected to gold through its colour, its bottle, and its image. Nowhere else in the world could you be surrounded by as much gold as in Versailles.”
Rihanna’s reign as the face of J’adore marks a new era for the iconic fragrance, which continues to stand as a timeless symbol of fearless beauty and feminine empowerment. “With J’adore, she transforms into a living goddess, a queen in her kingdom who fully embodies the noble character of a perfume that speaks to women all over the world,” enthuses Klein.
Watch the campaign film below.
Credits
Photography: Steven Klein for Christian Dior Parfums
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Nafeesa Saini is the Features Editor at Tatler Singapore, where she shapes long-form stories on culture, business, philanthropy, wellness, and the people driving change in Asia. With a deep interest in storytelling that intersects meaningfully with identity and impact, she has profiled a diverse range of visionaries, from scientific pioneers in AI and health to creative trailblazers and literary minds.
Nafeesa’s writing includes cover stories and profiles that spotlight influential voices, alongside commentary on the trends reshaping our world.
Off the clock, Nafeesa unwinds with fiction, a good thrift hunt, and ‘brainrot’ TikTok scroll—while always keeping one eye on her next cultural getaway, usually to Indonesia.
