In 2026, during the global launch of Dior Cuir Saddle, Dior Beauty approached us to support the digital-first rollout of the new fragrance release. The objective was to identify a talent who could embody contemporary masculinity while aligning seamlessly with Dior’s heritage luxury positioning.

We secured Mubi as a featured creator for the Dior Cuir Saddle fragrance campaign, placing him within a cinematic, editorial narrative shot outdoors in Switzerland. The creative direction balanced dark, sensual tones with subtle Western influence, reflecting the Saddle name and Dior’s legacy codes. Delivered across film and stills, the visuals felt refined, modern and fashion-led.

Working via agency on behalf of Dior Beauty, 22 IMPACT managed the partnership end to end, from negotiating usage and exclusivity to overseeing contracts, logistics and creative alignment. The campaign rolled out across Dior Beauty social channels, paid advertising and global digital platforms, generating over 4 million impressions.

This Dior Beauty collaboration reinforced Mubi’s positioning as a luxury male face bridging fashion and fragrance, while signalling 22 IMPACT’s strength in luxury fragrance campaigns and our continued expansion within the global beauty space.