Dior is a land to be explored, and a heritage to embrace.

Like all those before him who revisited the curve of the Bar suit, or reinvented a legendary scent, Francis Kurkdjian is, in turn, diving into the soul of Dior.

J'adore was essential for him.  

He was faced with the icon and the flowers of this fragrance, which singlehandedly symbolises luxury, triumphant femininity and the pioneering soul of Dior.

It was an introduction representing a sensual renewal, which he handled with humility and audacity, determination and vision, guided by the words of Christian Dior: “Respect tradition and dare to be bold.” 

J'adore led to a special encounter between a perfumer famed for his astonishing creations of polished beauty, and an emblematic fragrance that has become a major classic.

This was the occasion for him to make his mark on it, in his singular style that has garnered success through its eminently contemporary, powerful refinement.

He chose to go to the very heart of J'adore’s floral bouquet, the essence of its incredibly complex formula. There, he imbued it with his conceptual sensitivity, taking a radical olfactory position: pruning the floral profusion, he drew a silhouette that leans towards radical minimalism, organic sensuality and an unprecedented concentration level. 

Like gold melted down to retain only its purest essence, he isolated flowers, exaggerating them, in a refinement that became its new signature.