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Francis Kurkdjian and Yeprem join Rihanna in new Dior campaign

According to Nouvelles d'Arménie, Rihanna appears in Dior's new J’adore Intense fragrance campaign alongside «deux signatures d’origine arménienne»: the French-Armenian perfumer Francis Kurkdjian and the Lebanese-Armenian jewelry house Yeprem. In the videos titled «Blind Scents», Rihanna, with her eyes closed, tries to identify the notes of the fragrance, while she is guided by Kurkdjian, Dior's artistic director of perfumes since 2021 and the creator of the new scent. J’adore was launched in 1999. In the videos the singer wears Yeprem rings and earrings set with diamonds. Yeprem was founded in Beirut in 1964 by the jeweler Efrem Chakardemian; today it is run by his three children, Virna, Loutfic and Joe, and has 26 stores worldwide. Kurkdjian is also the creator of Jean Paul Gaultier's Le Male and the author of the success of Baccarat Rouge 540 under his own house.