Jasmine through the screen – Style

The film “Inside the Dream” tells the story of how the Dior L`Or de J`Adore fragrance was created. Kommersant Style finds out the details.

The documentary film “Inside the Dream” introduces viewers to how the Dior L`Or de J`Adore fragrance was created – from the idea to its implementation, the bottle of perfume held in the hands of the brand’s permanent ambassador Charlize Theron. The perfume marks an important milestone, being the first major Dior fragrance designed by Francis Kurkdjian, who began as the house’s nose in October 2021, succeeding François Demachy.

The scent is a reference to Dior’s J’Adore, the brand’s best-selling women’s fragrance launched in 1999. The idea was to show the world how a house like Dior creates perfume, to talk about what it means to literally give birth to a fragrance. “It’s the idea of ​​showcasing craftsmanship, as well as craftsmanship that usually stays behind the scenes,” Kurkdjian said in an interview. He added that for all the luxury of Dior’s DNA, its fragrances are not elitist, they are for everyone.

The production of the film took a year and a half, and involved interviews and travel around the world, from India to the fields of the south of France, where the famous Dior roses are grown. We see Kurkdjian in an office in Paris; in Kyoto, where he takes part in the Kodo ceremony; We travel to southwest India with Frédéric Lecker, Parfums Christian Dior’s perfumer responsible for sustainability, ingredient management and formula management, to meet a local jasmine producer. In Los Angeles, we watch Kurkdjian meet with Charlize Theron (there are two dozen people behind the scenes, a huge team to prepare and capture the meeting of the two stars).

This is the second part of the documentary series “Inside the Dream”. The first, released in September 2022, was dedicated to high jewelry from Bulgari, which, like Dior, is owned by LVMH Mot Hennessy Louis Vuitton.

Prepared by Irina Kirienko