THE FIRST CHRISTIAN DIOR perfume ad that ever caught our attention was the 2008 Sofia Coppola-directed Miss Dior Cherie television commercial starring model Maryna Linchuk frolicking around Paris, bounding through boulevards, trying on sunglasses, and riding her bike to the strains of Brigitte Bardot’s “Moi, Je Joue”. Coppola has worked for a range of brands including Gap, Marc Jacobs and H&M, brands who were all looking to inject some of Coppola’s visually stunning, sensual style to their products. The director applied many of her signature filmmaking techniques to these commercials, including plenty of pastel colours, hip soundtracks and languid camera movements.
HIGH UP ON THE SANTA MONICA MOUNTAINS IN LA, large tents were set-up, and a bonfire burnt as two hot air balloons branded Sauvage settled in the sunset. An unlikely location for a Christian Dior show, but a reasoned one. Mr. Christian Dior, after all, visited Los Angeles in 1947, while today, the house has formed relationships with many Hollywood stars, who appear frequently on the red carpet costumed in Chiuri’s signature taffeta gowns.