The name of the new Dior men’s fragrance? Sauvage. Simply. A highly evocative name that resonates with the House’s heritage, but also a raw, wild word to herald a unique fragrance. Discover a first snapshot from the campaign today, starring actor Johnny Depp, unmistakable with his singularly authentic allure, tattooed arms and rock jewelry-covered hands, against a wide-open background. Stay tuned for more.
The new men’s fragrance from Dior takes us on the road with its muse, Johnny Depp. The compass dial points to the American west, where man is at the mercy of nature and the desert stretches as far as the eye can see.
"Johnny Depp is a mainstream eccentric. It’s quite a contradiction, and it is the key conundrum that perfume houses are permanently trying to solve: How to please everyone — to maximize sales — and at the same time be unique, novel, original — to cut through the market noise, a somewhat dark, serious, respected actor, [he is] a man who has values, a man of integrity."
- Louise Rosen, founder and chief executive officer of Paris-based consultancy for luxury brands on Dior’s choice to cast Johnny Depp in the upcoming campaign.
Well of course he isn't doing this for the money. How much money is necessary? I am sure he gets anything he truly wants simply through friendship and connection. So, why? "...capable of divulgence and obscurity, good humor and excessiveness, classicism and avant-gardism. From John Waters to Jim Jarmusch, not to mention Kusturica and Terry Gilliam, his career has been a long series of bold choices. Faithful to Tim Burton, his intense and unfathomable characters never cease to amaze.." It's a kind of resume, a re-stating of what one regards as central if not the center. I don't think you take on a massive global campaign with this amount of accompanying intensity and not do it for your own ends. The question is, what are the ends? A bold dot at the end of a sentence? A series of markers to set your own stage as you move forward? Certainly interesting. Frankly the thought of modeling has always made me slightly sick -- it is so objectifying, your body is all--but I kind of like what he and Dior are doing. Everything now rests on the scent. Because they are putting all of Depp into this scent, and if we don't like it? Then what? (Note that I excluded the adjective "tormented." He has never struck me as tormented. Might get off on Heathcliffe but I don't see him holding onto sadness.)
Not to be cynical -- more like: practical. A beautifully worded assessment of his career right when black mass comes out. Good timing I'd say. It sets him up as a beautiful maverick just as he's portraying his darkest evil character. Just a thought......though who knows if anybody can guess when things come before the public.