Rene Gruau created many fashion illustrations for Christian Dior. He loved fashion that aspired to a form of sophistication in which the accessory reflects a lifestyle and a mindset. I think his illustrations are very beautiful however, they do not feel fresh and modern. There is a strong emphasis on the flowers as it is a floral fragrance. I know that this is an element which I want to incorporate in my campaign, as it references the passion of flowers that Christian Dior had, keeping the sense of history to the brand.
Rene Gruau would use a broad, flowing brushstroke, pen, Indian ink and gouache onto a ground of flat tone for his illustrations. He drew on many artistic influences, such as Japonisme. The toned down, pale green against the black dress and heavy outlining, really makes the form of the body prominent, which suggests a strong, confident woman, but also Dior explained he wanted to create a flower woman with “soft, sloping shoulders, generous busts, a slim waist and wide skirts like flower petals.” The model is carrying a bouquet of flowers which emphasises Christian Diors passion of flowers and gardens. The flowers appear to be white, which suggests that they are lily of valleys, which is the main scent and essence of the Diorissimo perfume. The bare back and shoulders, and smooth contours of the body adds sensuality to the image, but also we cannot see the models face which adds a mysterious touch. The model appears to be quite young, maybe in her 20s, and she seems like a woman who is admired and loved. This is suggested by the bunch of flowers she is holding as someone may have given them to her.
These campaigns have a strong emphasis on the bottle and also on the
houndstooth print in the two on the right. I don't feel as though the houndstooth print is something I would like to develop or keep as there doesn't seem to be a major significance to scent. It can also come across very dated and ‘granny’ like, particularly in these campaigns. These are French campaigns as the text is written in French, but I like the idea of including French words in my campaign to stay true to Diors French roots.
Nowadays an ad just showing the perfume alone is not enough. Consumers want an atmosphere and narrative that allows them to be taken into another world, which makes them want to buy into it and be a part of an experience.
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