The balloons were the first tip-off. Perhaps you’ve seen them: globular and arrayed like a macaroon-hued bunch of mutant grapes, they easily lift model Maryna Linchuck high into the Parisian skies. Her confection of a Dior dress (merci, Monsieur Galliano), a pop of hot pink against the horizon, sealed the deal: the ad—for Christian Dior’s new Miss Dior Chérie L’eau fragrance—has Sofia Coppola written all over it. And so it should. The print ad is a still from the commercial (below) that Coppola directed for Dior, which describes Coppola’s commercial directing debut as “an ebulliently happy short [that] is an ode to Paris and to Monsieur Dior.” It’s also heavy on imagery familiar from Marie Antoinette, her 2006 retelling of France’s iconic but ill-fated queen, though Coppola has traded Versailles for Paris, following Linchuck in staccato cuts through the Place de la Concorde, the Palais Royal gardens, the Latin Quarter, and the Dior Haute Couture salons.
Curious about how all of this Brigitte Bardot-inflected joie de vivre translates to the olfactory realm? “For Dior’s in-house perfumer François Demachy, L’eau is above all about the persistent impression of delicious freshness,” according to Louis Vuitton Moët Hennessy, Dior’s parent company. “To achieve this feat he amplified the dry woods and gardenia, which bring transparency and lightness, retaining the patchouli and caramel for their suave and generous aspects.”