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J'adore Injoy

Campaign
Agency Network: 
Published/Aired: 
April 2018

Also From This Campaign 2

Description

The fragrance, which was created by Dior perfumer-creator François Demachy, is a bestseller. It contains Comorian ylang-ylang essence and a note of Turkish Damask rose.The curves of her sculptural and willowy silhouette are enhanced by the strips of fabric hand embroidered with almost twenty thousand beads and sequins along with over two hundred and fifty rhinestones scattered over the dress. These sparkling trompe l’oeils are the result of delicate handling, incredible patience and the mastery of the tambour beading technique, which consists of working through the back of the fabric to hook on the decorative elements, alternating motifs and colors. The embroideries in this case required over two hundred hours of work.

To ensure that Charlize Theron’s movements could be lightly and fluidly followed, the petites mains in the Dior ateliers sewed French seams, barely visible and fading into the embroideries. The twelve meters of delicate crinkled chiffon used had to be handled with the greatest of care. And like a foundation garment integrated directly into the dress, the flesh-colored double organza bustier was made to the star’s exact measurements in order to outline and accentuate her curves. The full making of this unique creation took over two hundred and fifty hours of work and just as much passion.

Film advertisement created by Dior, United States for Dior, within the category: Beauty.

Caption

Smells like Joy

Advertising Agency: DIOR inhouse, USA
Film Director: Jean-Baptiste Mondino
Model: Charlize Theron
Executive Creative Director: Neel Majumder
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