“What A Come Back!” Dior Sticks With Depp, Renewing Seven-Figure Sauvage Contract Despite DV Allegations

French fashion house Dior has reappointed Johnny Depp as the face of its men’s fragrance Sauvage for a reported multi-million dollar sum.

Depp, 59, has fronted the brand since 2017 in a then $US5 million deal; however, there was speculation he may have been punted following his recent and highly publicised defamation case against his former wife, Amber Heard.

Depp ultimately won the case in early June and was awarded $US15 million ($A21 million) in damages by the presiding judge.

According to the Business of Fashion, Sauvage is now the biggest selling fragrance in the world, be it men’s or women’s.

Dior halted its Depp-fronted marketing during the defamation trial but immediately restarted it – both outdoor and TVCs – once Depp won the case.

Interestingly, Depp’s Dior campaign was criticised in 2019 for allegedly misappropriating native Indian culture.

And the evidence appears to be the brand has made the right move, with social media largely favourable of the actor and musician’s reappointment.

And maths appear to be in Depp’s and Dior’s favour. During the height of the defamation case – that hogged newspaper headlines across the globe –  Dior reported a marked upswing in sales of the men’s fragrance that many pundits put down to as a show of support for the maligned actor.

Meanwhile, others agitated that Dior should’ve parted ways with the Pirates Of The Caribbean star due to allegations of domestic abuse that arose during the trial.

On Monday, the French fashion house shared a series of photos to Instagram featuring monotone stills of Depp before he joined Jeff Beck on stage in Paris, as well as a video of him talking about the cologne.

And it appears social media is on Depp’s side, many people posting their support of the brand for sticking

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Johnny Depp is back as the face of Dior. Is it a branding masterstroke or disaster?

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Actor Johnny Depp has renewed his ambassador contract with Dior, reports suggest. Source: Instagram/Dior Beauty

Actor Johnny Depp has reportedly signed a seven-figure deal with international fashion company Dior just months after a high-profile defamation case heard abuse allegations from his ex-wife — raising an important question about redemption in the age of ambassador and influencer marketing.

This week, Depp was reinstated as the face of Dior Beauty fragrance Sauvage on Instagram reportedly after senior Dior figures and fashion photographer Greg Williams attended one of Depp and Jeff Beck’s rock concerts in Paris.

The actor first signed with Dior back in 2015, but the campaign was put on hold following Amber Heard’s allegations about emotional and physical abuse at the hands of Depp — allegations that were found to be “substantially true” by a UK court.

But following Depp’s win this year in a US-based defamation case, the actor has been granted a second chance in Tinseltown, first by Dior, and now by a French film company which released depp-jeanne-du-barry-first-look-king-louis-xv/”first images of his new role in a biopic today.

It comes as more than a dozen celebrities have quietly removed their support from an Instagram statement Depp posted in the wake of his success in court, after unsealed documents rehashed his history of alleged misconduct with testimony from ex-agent Tracey Jacobs and ex-girlfriend Ellen Barkin.

By reinstating Depp as the face of the brand’s fragrance, is Dior alienating a large chunk of its consumer base who may be disturbed by Depp’s dark past, or is working with Depp as an ambassador a brand masterstroke in guaranteeing headlines while speaking to consumers who believe Depp was innocent of all allegations?

Two brand experts weigh in.


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