When news broke earlier this year that Rihanna would be taking over as the face of J’adore fragrance for Dior Beauty, from longtime spokesmodel Charlize Theron, social media was abuzz. Fresh off her first concert in eons, for a private wedding celebration in India, and with runaway success with Fenty her own makeup brand, Rihanna has remained a symbol of living life to the fullest and doing things her own way despite not having released new music since 2016, much to her uber fans despair. But maybe that’s the point these days - the multi-faceted Rihanna shows all of us that you don’t need to be put in a box, you can do whatever you want, when you want.

So it makes sense that today, the first visual from the new J’Adore ad campaign starring Rihanna has been released, and revealed to be lensed by her longtime friend and collaborator Steven Klein, another creative who has done things his own way. Steven is known for his provocative and highly stylized photography, often blending elements of fashion, celebrity, and surrealism. His work frequently explores dark, erotic, and avant-garde themes and is a celebrity favourite for the iconic images he makes.

With Rihanna as the new muse of J’Adore, Dior Beauty reaffirms its commitment to celebrating powerful, liberated femininity—a philosophy that has been at the heart of the house since its inception in 1946. Since its introduction in 1999, J’Adore has been a bestseller, synonymous with modern femininity. With this first look, the official print campaign will launch on August 19th at all points of sale, and the highly anticipated TV ad (which will see Rihanna in all her filmic glory) will be released on September 1st. If a new visual story for the perfume wasn’t enough, the house is launching two new sizes of L’Or de J’Adore, by Francis Kurkdjian, Dior Perfume Creation Director. The fragrance will now be available in new 35ml and 80ml versions, along with the existing 50ml.