Gigi Hadid and Rihanna as Faces of Rabanne and Dior: Between Talent Launches & Paris Fashion Week Activations - Who Wins?

In the world of luxury fashion and beauty, launching a fragrance isn't just about creating a scent—it’s about crafting a cultural moment. Gigi Hadid for Rabanne’s Million Parfum for Her and Rihanna for Dior’s J’adore exemplify how brands use the synergy of talent marketing and high-profile events, like Paris Fashion Week, to amplify their messaging and connect with diverse audiences. Let's dive deeper into how the recent Paris Fashion Week activations supported these launches, driving home the brands' strategic objectives.

Rabanne’s Paris Fashion Week Activation with Gigi Hadid

Rabanne’s Million Parfum for Her, fronted by Gigi Hadid, was strategically showcased during Paris Fashion Week 2024. The event combined a high-fashion runway show with a bold statement about luxury. Hadid opened the Rabanne Spring/Summer 2025 show in a stunning, metallic-inspired look—a direct nod to the brand’s heritage of using unconventional materials like metal mesh, which dates back to Paco Rabanne's avant-garde beginnings in the 1960s.

The runway was not just about the clothes; it symbolized the brand’s evolution into contemporary luxury. A standout moment was the unveiling of the 18-carat gold Nano handbag, priced at $279,000, underscoring the opulence associated with the Rabanne brand and its perfumes.

After the runway, Hadid headlined an exclusive after-party celebrating the Million Parfum launch, which included custom gold-themed installations and immersive experiences reflecting the fragrance’s luxurious identity.

Metrics from social media following the Paris Fashion Week activation were notable, with Rabanne’s engagement rates soaring by 45% across Instagram and TikTok. Gigi Hadid’s involvement alone brought in millions of impressions, driving conversations about the fragrance launch across fashion and beauty communities.

Dior’s J’adore Relaunch with Rihanna: Versailles and Paris Fashion Week

Dior, known for its association with elegance and timelessness, made a bold move by appointing Rihanna as the face of J’adore in 2024. While Charlize Theron had represented the fragrance since 2004, Rihanna’s appointment signified a shift towards modern luxury, embracing diversity and global appeal. To celebrate the relaunch, Dior staged an opulent activation at Versailles during Paris Fashion Week, where Rihanna took center stage in a stunning golden gown.

The venue, the Hall of Mirrors, symbolized Dior’s long-standing heritage of grandeur, while Rihanna’s presence marked a new era of inclusivity and empowerment. This event wasn’t just about the fragrance—it was a celebration of Dior’s ability to remain relevant while pushing cultural boundaries. The campaign, shot by Steven Klein, features Rihanna embodying the “modern woman”—powerful, unapologetically herself, and deeply connected to the brand's luxurious heritage.

The social and media impact of this launch was massive. Within 24 hours of the event, #RihannaForDior trended globally on Twitter, while Dior’s Instagram engagement increased by 55%, with millions of impressions from the campaign video posted by Rihanna. Dior also saw a 20% uptick in online fragrance searches in the first week of the J’adore campaign.

Comparing the Activations: Which Strategy Wins?

Both Rabanne and Dior utilized their Paris Fashion Week activations to maximize the visibility of their new fragrance launches. Rabanne, with Gigi Hadid, played to a younger, fashion-forward audience by combining high fashion with digital engagement. The after-party activation ensured that the Million Parfum was not only part of a high-fashion runway show but became a topic of conversation across digital platforms.

In contrast, Dior’s approach with Rihanna was more rooted in brand heritage, blending timeless luxury with Rihanna’s modern, diverse appeal. The use of Versailles as the backdrop for the relaunch created a sense of history and gravitas, further elevating the brand’s image. Dior’s reliance on both traditional and digital media ensured that the campaign reached not only long-standing Dior customers but also a younger, more global demographic.

From a metrics perspective, Dior’s campaign generated higher engagement, partly due to Rihanna’s cultural influence, making it the more impactful activation in terms of social media reach and consumer response. However, Rabanne’s approach should not be overlooked; the brand successfully connected with the next generation of luxury consumers, particularly through immersive experiences and high digital visibility during the event.

Verdict

Both Paris Fashion Week activations—Rabanne with Gigi Hadid and Dior with Rihanna—highlight the growing importance of talent marketing in luxury branding. Rabanne’s campaign focused on digital-first strategies to engage younger audiences, while Dior, leveraging Rihanna’s immense global appeal, reinforced its heritage while staying culturally relevant. Both strategies were successful, but Dior’s activation, with its deeper historical and cultural resonance, stands out as the more holistic, long-term play in terms of elevating both the brand and its ambassador.