DIOR HOMME:
The iris for Men

THIS SEASON, FRANCIS KURKDJIAN OFFERS AN ORIGINAL VARIATION ON DIOR HOMME THAT, FOR THE FIRST TIME, GIVES IRIS THE STARRING ROLE. DISCOVER THIS VIRTUOSO REINTERPRETATION OF A BELOVED SCENT PERSONIFIED BY ROBERT PATTINSON.

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For nearly twenty years, Dior Homme has granted men a signature fragrance trail blending style and audacity. Inspired by the fundamental balance of that iconic perfume, Francis Kurkdjian now infuses it with the radical modernity of his own point of view. Celebrating the Dior spirit of innovation, he delivers an ultimate version that focuses on a generous dose of the profoundly noble, complex iris, thus opening up an olfactory landscape as delicate and luminous as the flower itself, and as robust and singular as its rhizomes. Between its exquisite petals and powerful roots, there’s a duality that arises: an amber, woody and floral concentrate fuses feminine and masculine. “Dior Homme is a recognizable score, the expression of a tender strength articulated around a masculine iris. Within that framework, I redefined its classic architecture and redesigned its sensual silhouette by highlighting the rigour and power of line and articulating a more assertive, contemporary sophistication,” Francis Kurkdjian explains.

Enveloping and addictive, this new composition extends the heritage of Dior’s men’s perfumes by allowing flowers to bloom in majesty while also rising to the challenge of emphasizing the purest form of Dior Homme’s emblematic ingredients. The iris unfolds completely. Having been cultivated for three years, its roots are left to dry for three more, and then are painstakingly ground into powder using the traditional technique of hydro-distillation. This time-honoured cold-press process results in an essential oil that is transformed into a unique butter. That full-bodied, textured accord incorporates the density of patchouli with an intoxicating vetiver and accents of coumarin. Now synthesized and condensed, this infinitely precious creation goes straight to the heart.

“DIOR HOMME IS A RECOGNIZABLE SCORE, THE EXPRESSION OF A TENDER STRENGTH ARTICULATED AROUND A MASCULINE IRIS.”

– Francis Kurkdjian

Its enchanting notes illustrate a man who follows a vital impulse, someone of undeniable virility who embraces emotion, ardour and seduction. Personified by Robert Pattinson, the face of Dior Homme since 2013, he is magnetic. The French duo The Blaze once again directed a clip for this opus, a joyful reunion with the actor that seals a long-running inventive dialogue with the House of Dior¹. Through fast-paced images, underlined by edgy, sensual editing, emerges all the energy of New York City. Amid the bustle of the city that never sleeps, from the skyscrapers of Manhattan to the Rockaway Peninsula, the Dior ambassador incarnates sensitive, irresistible masculinity. Moving through the Big Apple by day and by night, he seems to defy gravity as he dances, boxes and enlaces the woman he loves. Hypnotic. He proclaims his feelings, welcomes his passion, carnal and solid as a rock. “If you want a lover, / I’ll do anything you ask me to, / (...) If you want to strike me down in anger, / Here I stand, I’m your man.” Resonating like an anthem of suave fervour, “I’m Your Man”, the cult song by Leonard Cohen, has been remixed for the occasion², carrying within it the quintessence of Dior Homme.

In Dior Homme’s latest story, Robert Pattinson conveys a feverish grace – a magnificent oxymoron, an unfathomable air that is at once captivating and reassuring. Within an atmosphere shrouded in mystery, he resurrects the golden era of movie heroes animated by a fabulous contrast between strength and finesse. On the silver screen, they fascinate for their charisma as much as their flaws: Marlon Brando, James Dean and Paul Newman come to mind, each with his own brand of dashing, devastating charm. This unprecedented vision of Dior Homme could not have been expressed more artistically, both in terms of its visual universe and its muse, to radiate all its irrepressible, spellbinding intensity.

1. In 2020, The Blaze duo directed the film for the Dior Homme campaign starring Robert Pattinson.

2. The iconic track has been specially remixed by The Blaze.

The Tender Strength of Dior Homme as Played by Robert Pattinson^*

DIOR MAGAZINE: Since the heroes you’ve played on screen always leave a trace, what do you have in common with the Dior man in this campaign?

ROBERT PATTINSON: Absolutely, it’s true. That’s the best thing about acting, because most people don’t get the chance to explore different facets of their personality. Acting is an opportunity to learn more about yourself. In the film, I play a self-confident man with devastating charm. Playing that for the camera is a complicated exercise. The art of seduction is quite subjective, so it’s not always easy to do in front of a whole production team. [Laughs.]

DM: How do you read the new vision of masculinity in this Dior Homme campaign?

RP: This man has a hint of vulnerability and sensitivity: he has matured, grown. I think that’s the definition of masculinity today.

*From the Cab Confessions.

DIOR HOMME:The iris for Men

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DIOR HOMME:
The iris for Men