Men of mode: Alain Delon, Christian Dior and brand heritage

This article takes as its starting point Dior’s recent advertising campaign for its timeless classic men’s fragrance Eau sauvage, which used still and moving imagery of film star Alain Delon, particularly shots from his stylish crime drama La Piscine (Deray, 1969). Dior’s choice of Delon as brand ambassador is interesting in the current economic conjuncture in which conglomerates like LVMH (Louis Vuitton MoHennessey) are increasingly looking backwards to write the unique histories of their specific brands in order to differentiate them from the competition in a saturated luxury fashion sector. This article traces Delon’s distinctive role as men’s fashion icon and his impact on global consumer culture.