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Dior bets all in for the ‘enfants terribles’

Hypnotic.  It’s the best adjective we can use to describe Dior‘s last ‘Secret Garden’ campaign starring one of those people who leaves nobody indifferent –Rihanna. The spectacular images, by Steven Klein, speak louder than any word, and tell us a story about darkness, elegance and sensuality with an unique background: the Palace of Versailles.

“It is such a big deal for me, for my culture, for a lot of young girls of any color, I think, to be acknowledged by Dior. It means a lot as a woman to feel beautiful, to feel elegant and timeless”. — Rihanna

The queen has arrived

Like a dark, beautiful queen, Rihanna storms across the deserted palace’s sumptuous halls and salons and brings light to the scene while staring defiantly to the camera and, through it,  into our very own eyes. Not a professional model, the Barbados-born looks more herself than ever in this film, where Steven Klein has succeeded to capture her elegance and mystery, but also her undeniable wildness.

Risky choices, the best choices?

The pop star has been the first celebrity who appears on one of the Secret Garden films, since until now they had only featured models. Winds of change for the Dior maison, who has confirmed his new preference for this enfants terribles with the announcement, this very week, that actor Johnny Depp will be the image of its new perfume. What is it about bad boys (and naughty girls) that drives everybody crazy?

johnny-depp-dior

Both choices seem pretty surprising coming from a firm that is well known for their classy and -specially- classic ambassadors such as Marion Cotillard, Natalie Portman or Robert Pattinson. There is no doubt that this has been an all-in-bet, where the maison has left safer zones in favor of a bit of risk and -why not?- some spiciness. It is clear that a brand as well established as Dior can afford to play this games, and the Rihanna case has proved to be a big victory.

The haute couture brand started already in the last years a very interesting campaign to try and get closer to a younger audience, which has been proved, for example, by the selection of Jennifer Lawrence as one of the firm’s ambassadors. Rihanna, who belongs to Lawrence’s generation and has became one of the biggest influencers worldwide -Diane von Furstenberg called her “the spirit of our time“- continues and increases this twist in Dior’s targets, and shows that “classic” is not a synonymy of “boring and safe” anymore.

Rihanna-2015-Dior

Just like her, actor Johnny Depp creates a revolution out of each public appearance, with shocking looks and an always-walking-on-the-edge attitude that differences him from everybody else. Again, a not-so-expected choice that, for sure, will keep us waiting impatiently  until the campaign is revealed. Definitely, Dior is taking big risks, and we couldn’t love it more!

Cheers, 
The Minimalista

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