Dior Homme has been a part of men’s lives for 20 years. The scent is based on the legendary, classic Iris. A fragrance whose soul is imbued with the allure of the Dior man, combining bold sensuality and refined tailoring.
The new Dior Homme Parfum by Francis Kurkdjian is all that and more. He imbues it with confident, tactile sensuality, and a fiery spirit that shakes up the charming dandy.
This Dior Homme is devilishly handsome, warmly magnetic, and hasn’t lost an ounce of its sophisticated style. It readily reveals its sexy, powerful, impactful scent, accentuated by addictive new facets that blend with its noble flower in a caress.
Entering the emblematic realm of Dior Homme felt completely natural to Francis Kurkdjian. The beautiful harmony of this fragrance, built to convey the ambivalence between power and tenderness, rigor and warmth, clearly spoke to him. He has always felt at home in this intense and elegant universe, which invited him to take the Dior Homme signature scent a step further, and to imbue it with his radical contemporary signature perfume style.
Francis Kurkdjian thus revisits Dior Homme, amplifying its sleek sensual character in a rich and concentrated composition. Here, Iris not only reigns, but is also overdosed, and offers a contrast of soft petals and powerful roots for the first time. The fragrance heightens warm, confidently seductive colors, enveloped in sexy addictive notes. Francis Kurkdjian’s sensual and structured Dior Homme Parfum echoes a couture spirit that presents a Dior man with a fluid urban style that is nevertheless highly constructed.
Dior Homme Parfum by Francis Kurkdjian A radical construction
A sleek silhouette, sharp elegance, confident sensuality. Whether a man, a perfume, a style, or a city. Christian Dior, who wanted to be an architect, had understood it well: It is all about form, cut, drape and texture. It is all about vision, harmony and searing intensity.
Francis Kurkdjian returns to the origins of this iconic structured aesthetic, its inspiration and its signature notes in his reinvented Parfum version.
He delivers an incredible composition built around an overdose of an intensely noble Iris with dual facets: tender and luminous like its flower, powerful and unique like its roots. An amber, woody, and floral concentrate that allies feminine to masculine, sensuality to strength.
A glass flower
“Dior Homme is a composition recognizable among all others, expressing the tender power of a masculine Iris. Taking this iconic framework as a starting point, I redefined its classic structure, and redesigned its seductive silhouette, emphasizing its rigorous and powerful line to express more confident contemporary sensual sophistication. Like a skyscraper rising powerfully upwards, my Dior Homme dons ethereal richness and a strong presence with resonant reach. It conveys the image of a subtle and mysterious flower, upright and triumphant, that seems to emerge from the concrete and glass.”
Francis Kurkdjian, Perfume Creation Director
In order to portray the sensual masculine character of Dior Homme, Francis Kurkdjian endeavored to accentuate the duality of strength and tenderness and express its olfactory quintessence.
Iris, the signature vertical note, is supported by a generous, textured accord. Instantly a seductive amber accord is powerfully addictive, gourmand and generous. It joins forces with rich patchouli, before encountering powerful vetiver and an overdose of coumarin with hints of freshly cut hay.
Reduced to its essence, this formula goes straight to the heart.
Everything is heightened for a more intense and enveloping, addictive and seductive experience.
In Francis Kurkdjian’s hands, Dior Homme becomes a sensual bite in a fragrance that is both captivating and robust.
A robust Iris for Dior Homme
“Iris Pallida is a mysterious flower with an exacting character that can be hard to handle. It is sublime, but distant, rather like the Dior man: good-looking, but puts up resistance and doesn’t capitulate easily.
For this new perfume, I worked on the idea of the entire Iris, from flower to root. I envisaged it as a powerful olfactory “backbone”, which has an ethereal stem of fragile petals, but is also rooted in a potent rhizome that showed me its sensual and expressive notes, with a hint of caffeine that is almost chocolatey.
Thanks to a Tuscan Iris Pallida Butter of exceptional quality, I was able to take the contrast between fragility and strength to its utmost extreme. This Dior Homme combines a soft powdery caress with the firm hand of an amber base for a completely addictive fragrance.”
Francis Kurkdjian
Flowers are the embodiment of Dior.
The pioneering House of Dior took an avant-garde approach when it invited flowers into men’s fragrances, where they reigned majestically. Heir to this audacity, Dior Homme is a perfume portraying the duality of sensual sophisticated florals that are also elegant men’s scents.
Today, Francis Kurkdjian chose an exceptional new Iris Pallida for his perfume, and he literally doubled its presence in the composition, in comparison to the original formula.
Stemming from an exclusive Dior partnership with a Tuscan cooperative, the Iris “butter” in Dior Homme was carefully chosen, selected specifically for its outstanding quality.
It is the first time this Iris extract from a remarkable Italian terroir has been used in Dior Homme Parfum. It takes three years of cultivation followed by three years of drying to obtain the rare and precious rhizomes. The traditional steam distillation procedure requires them to be reduced to a powder, then steam processed for at least 20 hours. Post-distillation, the essential oil then cools and solidifies into a waxy paste known as a “butter”.
To celebrate the absolute luxury of this exacting, highly prized flower, Francis Kurkdjian elevates it in a concise, structured formula.
Bridging strength and tenderness, Dior Homme’s seductive appeal is centered on the imperial Iris.
A new bottle, combining sensual amber and minimalist glass
The iconic imposing glass bottle adorned with black lacquer reveals a warm ochre-toned jus. This color contrast carries through into sophisticated shading from opaque black to translucent amber. The shading reveals the emblematic black “tube-cover” which contributes to the play of light and emphasizes the timeless, sharp silhouette of the Dior Homme bottle. The shiny black metal lid displays a new silver-colored aluminum label with clean lines and minimalist lettering. The bee symbol hidden inside the lid completes the couture detailing.
New colors for “I’m Your Man”
The film by The Blaze
Robert Pattinson joins forces with The Blaze again for the film “I’m Your Man”, with new scenes filmed in New York from Manhattan to Rockaway.
It reaffirms a shared vision of suggestive, modern masculinity, reflecting the sharp, sensual vein of the French electronic music duo’s videos. They present sexy, sophisticated virility in harmony with the soul of Dior Homme.
They film a Dior man who, like them, has matured and grown increasingly seductive.
New, more sensual and intense scenes turn up the power, accentuated by dynamic editing and a pulsating beat.
A high-speed chase plays out across iconic New York fire escapes, in West Side Story style.
Then, it’s The Wild One, replayed on the beach, all tender complicity with her astride his motorbike.
A feverish love interlude follows, in the sensual steamy ambience of a loft bedroom.
He is wildly magnetic, and as they gaze into each other’s eyes, he singlehandedly evokes the legendary James Dean, Brando and Newman – all key in forging the image of strong and tender virility.
For him and for them, The Blaze created a new remix of Leonard Cohen’s ode, “I’m Your Man”.
The new print campaign by Mikael Jansson
They meet again: several years later, Robert Pattinson, more intense and sexier than ever in his black t-shirt, is photographed by Mikael Jansson. In a hot steamy atmosphere portrayed in amber tones, his gaze is strikingly sensual and deep. As he runs his hands through his hair, he is the perfect embodiment of cool combined with elegance and effortless seductive power.
