By Rosa Smith. Cover Image by Pierre Mouton for Christian Dior Parfums.

Rihanna is already a goddess in her own right, but in the J’Adore Dior film, she completely redefines the word “magnetic.” The scene opens with a powerful strike as Rihanna, dressed in black, strides confidently towards a safe, tossing her bag aside. What’s inside? The only treasure that truly counts: a bottle of J’Adore Dior. She spritzes it on, and suddenly—bam!—she turns into a mesmerising figure, radiating with an otherworldly glow. Dressed in shimmering golden tulle, adorned with sparkling pearl jewellery, a statement choker, bracelets, and an epic cape, she shifts from dark lady to golden goddess in just seconds.

Rihanna J’Adore Dior: behind the scene of the new iconic perfume film

The Rihanna Haute Couture Dress: Crafting a Masterpiece

Want to know how this iconic gown came to life? Buckle up, because the behind-the-scenes magic of this Haute Couture masterpiece is as jaw-dropping as the final look.

Sketching the Rihanna’s J’Adore Dior gown. Photo: Sophie Carre for Christian Dior Parfums

“It’s a dress made to be filmed,” shares a member of Dior’s ateliers in the video. “It has to respond to light, almost as if it were covered in gold dust.” Yes, you read that right—gold dust! This masterpiece was hand-embroidered with hundreds of pearls by the talented artisans at the legendary 30 Montaigne atelier. It took thousands of hours to craft, and the final piece screams creativity, audacity, and exceptional craftsmanship. Complete with a tulle cape and an eye-catching pearl necklace, this gown is now on display in the Le Pouvoir de l’Or room in Paris.

The Art of Tulle & Pearls: A Dior Masterclass in Detail

“We used two different types of tulle,” reveals one of the artisans. “One light, one darker, to create a smoky effect that complements Rihanna’s complexion.” Then, the magic happens with tiny “vermicelli” circuits, each one stitched with a pearl and sometimes sequins for an extra touch of sparkle. The dress is designed to be light, fluid, and transparent—after all, we want Rihanna’s sculptural silhouette to steal the show.

Maria Grazia Chiuri, Dior’s creative genius, had Rihanna’s body in mind when designing this gown, with not a single piece of fabric hiding her curves. The cape was inspired by Chiuri’s previous work at Dior, featuring voluminous sleeves and a gathered hood that moves like a golden cloud with each step to make it iconic.

Rihanna in the J’Adore Dior Campaign: A New Era 

In September 2024, Rihanna was officially announced as the new face of J’Adore Dior, stepping into the limelight as the fragrance’s latest muse. She is the bold, fearless queen who took over from Charlize Theron, who held the position for over 20 years. The campaign, shot by the American photographer Steven Klein, takes place in the regal and awe-inspiring Château de Versailles, where Rihanna is portrayed as a literal goddess amidst historical grandeur.

Since the announcement, fans have been ecstatic—and for good reason! Rihanna’s partnership with Dior marks a significant cultural moment. On social media, fans are celebrating the collaboration, describing it as everything from “iconic” to “legendary.” It’s clear: Rihanna is more than a pop star; she embodies the essence of modern-day royalty. In her gaze, the timeless elegance of Versailles meets the bold spirit of modern beauty.

The Message of the Campaign: Transformation, Power & Dreams

The J’Adore Dior campaign captures everything we love about Rihanna—powerful, dazzling, and unapologetically bold. The film tells a story of transformation: Rihanna begins in an air of mystery, dressed in black and rocking dark shades, before transforming into a golden goddess after spritzing the fragrance. The underlying message is clear: “Make your dreams real.” It’s about embracing who you are and celebrating the journey of self-transformation.
Rihanna herself expressed her excitement about the experience, stating it was an honour to become the face of J’Adore Dior. She also shared that she has loved the fragrance since childhood, inspired by her mother, who worked in a perfumery. It truly is a full-circle moment.

Rihanna: The Ultimate Icon in Music and Fashion

Rihanna’s not just changing the fragrance game. As one of the most influential contemporary artists, she’s sold over 30 million albums and 60 million singles worldwide. With 12 number-one hits on the Billboard Hot 100, she stands alongside legends like Madonna. Beyond her music career, Rihanna has continuously reinvented herself in the fashion world, using her style to express her unique identity.
From her collaborations with Dior, Gucci, and Puma to her own line, Fenty x Puma, Rihanna has redefined what it means to be a modern pop culture icon with each bold sartorial choice. Her fashion lines emphasise diversity and inclusivity, showcasing models of all shapes and skin tones. Rihanna doesn’t just wear fashion; she creates it. 

A New Vision of Femininity with J’Adore 

If you remember Charlize Theron’s J’Adore campaigns from 1999, you’ll recall the timeless, romantic vibe characterised by classical elegance and old-school grace. However, the new J’Adore Dior campaign with Rihanna flips the script. It’s all about a bold and contemporary vision of femininity. This campaign shifts the focus from just timeless beauty to celebrating a modern woman who is strong and independent, free to pursue her dreams.
Rihanna’s connection to J’Adore adds depth to the campaign’s message. As someone who has consistently fought for what she believes in, she embodies the essence of the fragrance: empowerment, confidence, and unapologetic self-expression.

J’Adore Dior: A Fragrance That Became an Icon

Launched in 1999, J’Adore has established itself as a true icon in women’s fragrance. Its sculptural, amphora-shaped bottle makes it instantly recognisable and a highly collectable item. Equally iconic is the fragrance itself, a rich, complex floral bouquet that balances freshness with sensuality. This scent transitions seamlessly from day to night, making it the ultimate fragrance for any occasion.
The fragrance opens with a burst of fruity and floral notes—bergamot, melon, peach, and pear. The heart reveals sophisticated floral tones, while the base notes of cedarwood, sandalwood, vanilla, and musk provide a lasting, elegant finish. The J’Adore fragrance is timeless yet modern, much like the woman who wears it.