The scent’s creator, François Demachy, assures: “Fragrance alone doesn’t exist. It takes life on a person’s skin. Like clothing.” To incarnate that person, Dior chose Robert Pattinson. But the actor didn’t undertake the project without director Romain Gavras who’s style, the anthesis of the powdery universe of perfume ads, ended up nailing the first impression people have of Dior on the head. Does that mean that Robert Pattinson wanted to offer something truly different? Fascinated by the unconventional aura of the New Wave, the young actor decided that beyond his personality, he would project a character onto the screen, inspired by a young Jean-Paul Belmondo circa his “Breathless” days. From there, Pattinson integrates rebellion, nonconformism, sexiness, and especially the “don’t care” mood that characterized the elegance of the era into his Dior man attitude. Within a movement just as mainstream as avant-garde, Romain Gavras, Nan Goldini, and Robert Pattinson are admirably able to transpose this libertarian ardor into the codes of the era. The result is irrevocable: the Dior man appears to fear nothing what with his free spirit, seemingly playing with conventions to express his personality. An indomitable man…
At the side of French-American model Camille Rowe, photographer Nan Goldin projects his nonconformist aesthetic onto electrifyingly sensual black and white shots. It’s a hanging universe, different, far from the adult age that seems to deliver the sensualness of scent on glossy paper and that, with its virile and carnal accord of iris mixed with leather, wood, amber, and spices, seems to be able to take on a thousand faces. The short film by Frenchman Romain Gavras is more visceral. The screenplay has no beginning or ending, but instead quickly plays out to the sounds of a Led Zeppelin soundtrack. Entirely made in New York, the campaign delivers a rock’n’roll version of modern passionate love. And, the French brand is also mounting the pressure since you’ll had to wait until the evening of Sunday, September 1st to finally taste the Dior Homme experience.
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