The Miss Dior "Cherie" Campaign
Monday, November 17, 2008 at 8:19PM 
I must say, the darling Miss Dior "Cherie" advertisements have been the highlight of my magazine flipping lately... A girl with beret on a bicycle with be-ribboned Dior boxes - because it's so charmant to shop the Avenue Montaigne on a bike. Or, the pastelled balloon bouquet lifting Maryna Linchuk high above Paris which puts the ending of Le Ballon Rouge in mind, but for chic, grown-up, fuschia-pink bubble dress-wearing big girls.
Sigh! Le irony, le insouciance, le charm, le tongue-in-cheek...
Then, tonight I was in the middle of Gossip Girl... wait, what's that? Why is Brigitte Bardot singing one of her ye ye songs on the television? Chestnut trees, a vintage magazine, a girl with bangs, white cyclamen, and balloons...either it's my favorite era of French style or... Ohmigosh! It's the Sophia Coppola ad for Miss Dior "Cherie"!!! I was so flustered with delight I didn't know what to think. But, my first notion was: "Damn, I should have gotten that DVR box forever ago! Please rewind!"
The perfume was launched in 2005 - as a commemorative for Christian Dior's 100th bithday by John Galliano. A review of the perfume is available on the Now Smell This blog, which cites Galliano's inspirations as Stevie Wonder's "My Cerie Amour" and a vintage Dior gown from the archives called "Cherie". However, while the scent may be reminiscent of the classic 1947 "Miss Dior" perfume, it is entirely modern. So, a modern ad campaign with the modern, simple glamour of Ms. Coppola is entirely appropriate.
Pink, pastel, soaring, and with a 1960s French girl-pop soundtrack - what's not to love? Also, as a film student, I love that this one little 30-second bit of film totally fits in with the greater body of Sophia Coppola's work. The look is very similar to the decadent pinkishness of Marie Antoinette, while the Diana-camera saturated cinematography is perfectly in tune with The Virgin Suicides. It shows a knowledge of Masculin Feminin and Un Homme et une Femme, with a little dose of Roman Coppola's CQ. The chain of aesthetic influence makes me giggle with delight!
Overall, the whole campaign is pitch-perfect, full of ladylike optimism which is sorely needed right now. Unfortunately, there's no clip yet on YouTube, but visit Fashionologie (and its fabulous OnSugar capabilities) for a taste of delicious.
Dior, French, Sophia Coppola, film, pink, style in Latest Crush, Milieu & Metier, Pimp My Brand 
Reader Comments (2)
I had just seen the Dior Chérie ad while flipping through one of my fashion magazines and was enthralled by the ribbon typography, pastel balloons and Paris rooftops. It's so surreal and beautiful, and reminded me of Ladurée macarroons.
Your film comments really interesting too. Being a huge fan of Godard's work and yé yé bands, I really hope I can catch the ad on tv!
Will you update the post if you end up finding a YouTube clip? I will be on te lookout too...