Carrying with it one of the most iconic reputations and a rich history, the brand has become a leader in the perfume industry. With the launch of the innovative Miss Dior Cherie of 1947 after the war, alongside Christian Dior's New Look, together they responded to the demands of every woman's desire for renewal. Dior (1947) himself said “I created this perfume to dress each woman with the perfume of desire, and to see each of my dresses come out of its bottle”. This 2014 ad is Dior's most recent representation of "The Fresh New Essence of Miss Dior", one that still strives to illustrate the timeless elegance and sophistication of the Original, while representing the key values of the brand. Tim Walker's new campaign brings a sense of realism, with a simple but effective capture of the brand. Walker's style is second to none and with a renowned history with Vogue, his way of 'telling a story' using photography, makes him what I believe to be a perfect fit for Dior. A captivating Natalie Portman is seen sensually positioned at the heart of the Dior brand staircase, a staircase in which there is no end point, giving a sense of mystery as to where the staircase can carry out. We feel a sense of intimacy with her hair tousled and her dress covering her body unlike what she is wearing. This makes it seem like something sexual has happened or is about to happen. A bottle of Miss Dior is held on her chest and has the same bow as the 1947 advertisements, implying that it is a gift and that something special is to be given inside. By retaining this historical element, the brand remains in touch with Dior's heritage, something it is passionate about preserving. The positioning of the bottle in relation to the breast...... middle of paper ...... mid 20s – 40s with an appreciation of high quality and style. One topic that could be discussed is the “pretty” aspect of advertising. Often, by combining elements such as delicate glass bottles, haute couture embellished dresses and natural palettes, advertisements can become saccharine. However, I find it hard not to like the advertising. This is the layer of intimacy and feminine allure in which I find her apart from the typical Cinderella story. From the tousled hair to the glow of the skin, I think it gives the new Miss Dior a refined sense of sexual liberation. In conclusion, it seems that Dior has taken into account a new audience where women are empowered, Miss Dior is no longer a girl who flirts and steals, she is a woman. I think this ad works well for the brand as it stays in touch with heritage and recognizes a shift in the Dior consumer..