Orelsan, Jenna Ortega, Maya Hawke, Joseph Quinn… the exciting cast of the new Gris Dior perfume campaign

Instead of naming a single muse, Dior offers itself a whole group of ambassadors. Seven talents have been chosen to embody the new era of Gris Dior perfume: French rapper Orelsa, American actresses Jenna Ortega and Maya Hawke, British actor Joseph Quinn, Chinese singer Liu Yu Xin, South African actress Suso Mbedu or Palestinian influencer Fai Khadra. Breaking away from the traditional model of a singular perfume muse, the brand thus relies on the power of a growing community of showbiz stars to propel the new chapter of its iconic chypre fragrance. “Dior brings together a collective of unique artists, true multicultural idols of a new generation, guided by the spirit of diversity and authenticity,” the house’s official press release said. Madame Figaro got an exclusive.

The very first scene of the new campaign (which will be presented to the public in the following days) is equally atypical. It brings together the portraits of different personalities in one block, each inseparable from the others, testifying to this desire for unity in diversity. Kicking off the full movie, which will be released soon, the first segment of the promotional video confirms this spirit of harmony. This short and enigmatic 11-second teaser reveals the recognizable silhouette of the stars following each other to the rhythm of choreographed gestures and hypnotic shades of grey.

Courage

Seven other separate videos will be released in the coming days on Dior’s official digital platforms, in which each ambassador will lend some confidence to the theme of boldness. “As a perfume reveals its chords, each of them is inspired by the fragrance of Gris Dior and reveals a side of its character,” continues the house’s press release. For example, Orelsan challenges her to show herself “without a filter” when Jenna Ortega “risks the unknown.” Joseph Quinn chooses to “surrender without limits,” while Maya Hawke wants to “dare to be herself.”

This new campaign, called “Dare in Dior Gray,” will lead to an exhibition of the same name at a temporary gallery in Los Angeles from April 11 to 16, 2023, featuring a collective of artists.