Dior redefines masculinity in its new ad with Robert Pattinson

The Dior Homme Sport Eau de Toilette fragrance is a renewed version of the Dior Homme. It is a masculine fragrance but not excessively masculine. Rob Pattison is the face of the campaign and in the images by photographer Mikael Jansson, he is boxing.


“Capturing Pattinson’s tender masculinity,” as the House notes, makes the actor something of a hero of the ring. And why not? He has looked like Batman. For Dior Beauty, this fragrance “hits like a boxer’s uppercut,” according to the brand.


Pattinson talks about the “art and science” behind making a fragrance, and how complicated the process is. Quotes from renowned boxers inspire the collection. “If you want a boxer, I’ll get in the ring for you,” he once said of Leonard Cohen. “Fly like a butterfly but sting like a bee” were the words of the late Muhammed Ali.


And just like a boxer steps into the ring and one throws the first punch, it’s the notes of Calabrian bergamot, elemi, pink pepper and incense that hit you first. Next, the woody notes provide the uppercut. However, it is the citrus elements that bring the spices to life. «François Demachy chose to revisit his creation, to give new substance to this manifesto of masculinity. With a hug, he turns the light composition upside down, shading it with warm and amber notes, enveloping it in spices, enriching it with even more wood,” the House states in its notes.


His three note chord approach helped all the notes flow together. The incense blends well with the aldehyde note. The citrus notes combine perfectly with those of wood and amber. Although the Creative Director of Dior Men, Kim Jones, is dedicated exclusively to fashion, he has been involved in this project by designing a pair of boxing gloves.


“Exclusively for the new Dior Homme Sport, Kim Jones has been inspired by the iconic world of boxing to design an exceptional pair of gloves,” notes the House. Crafted in black and gray leather, and stamped with the Dior Logo just below the top of the hands, Jones has entered a new realm: sportswear design.