Christian Dior's 2024 Rose des Vents film, created by Publicis in France, casts HAERIN as global Dior Joaillerie ambassador to reinterpret Victoire de
Christian Dior Casts HAERIN to Redefine Rose des Vents for 2024
Christian Dior's 2024 Rose des Vents campaign is a fashion film produced by Publicis in France that positions global Dior Joaillerie ambassador HAERIN as the living embodiment of a renewed cosmic vision, connecting the House's heritage jewelry collection to a contemporary, cosmopolitan audience through the language of precious stones and symbolic motif.
The campaign centers on the Rose des Vents collection, a Dior Joaillerie line designed by Victoire de Castellane, the House's Artistic Director since 1998, according to Dior's own archives. The collection draws its foundational symbolism from the compass-rose mosaic associated with Christian Dior's childhood home in Granville, according to dior.com. In this 2024 rendition, that sacred cosmic motif is brought into vivid dialogue with colored precious stones, diamonds, gold, and star-shaped forms, reaffirming the collection's identity as both a craft statement and an emotional proposition. The single film asset was published in France in April 2024, with the campaign launch reported by fashion press on April 18, 2024, according to fashionweekdaily.com.
HAERIN was appointed as Dior's global jewelry ambassador in April 2023, preceding this campaign, according to kcultureradar.com. Her involvement spans two consecutive Rose des Vents cycles, giving the 2024 film a continuity of face and feeling that reinforces brand recognition without sacrificing novelty. The campaign carries the hashtag DiorJoaillerie and was promoted across Dior's international digital channels, with the archive asset accumulating 35,668 views, 1,506 likes, and 127 comments. In France, where the luxury jewelry and fashion industries converge at the highest level of global cultural authority, the campaign functions as both a product statement and a House manifesto. Clapboard Score: 63/100.
Dior Joaillerie operates in a French luxury fashion and jewelry market defined by long heritage cycles and increasingly global consumer bases. The decision to position HAERIN as the face of Rose des Vents reflects a deliberate strategic expansion: the House anchors its craft narrative in France while directing its ambassador relationship toward audiences in Asia and among internationally mobile luxury consumers. According to elle.com.au, HAERIN's profile as a member of NewJeans carries significant cultural weight across multiple global markets, making her an ambassador whose reach extends well beyond any single geography.
The broader luxury goods sector provides context for this positioning. The global luxury fashion market was forecast to grow from a substantial base in 2023 toward the end of the decade, according to researchandmarkets.com, with growth estimates in the low single digits annually amid a challenging consumer environment, according to kearney.com. Within this landscape, Dior competes directly with Cartier, whose Panthère and Clash de Cartier lines maintain strong global ambassador strategies, and with Van Cleef and Arpels, whose heritage-led storytelling closely parallels the Rose des Vents approach. Dior's choice of a younger, culturally specific ambassador distinguishes its strategy from those competitors by activating a different generational frequency.
In France, luxury jewelry sits at the intersection of national cultural identity and global aspiration. The Rose des Vents collection's origin story — rooted in Granville and the personal iconography of Christian Dior himself — gives the 2024 campaign an authenticity that purely commercial jewelry lines cannot replicate. Publicis, as the appointed agency, structured the campaign around that narrative inheritance while using HAERIN's contemporary presence to prevent the heritage from reading as static. The result is a campaign built on productive tension: old symbols, new energy, one film.
The 2024 Rose des Vents film is built around a single creative thesis: that jewelry designed to evoke the cosmos becomes most legible when worn by someone who themselves radiates a kind of charged stillness. HAERIN's performance in the film delivers precisely that quality, according to coverage by fashionweekdaily.com, which noted the campaign's emphasis on the interplay between the ambassador's expression and the luminosity of the stones themselves.
Victoire de Castellane's design language for Rose des Vents has always prioritized symbolic density over decorative accumulation. The compass-rose motif, the star forms, the use of emeralds, malachite, diamonds, and mother-of-pearl — all documented across the collection's history on dior.com — are not incidental details but load-bearing elements of a visual grammar. In the 2024 film, Publicis constructs the creative environment to let those elements speak at close range, using the film medium to animate what a still image would flatten. The interplay between light, stone, and movement is central to the campaign's craft proposition.
The 2023 Rose des Vents campaign, which also featured HAERIN alongside Xin Liu and Julia de Nunez, was photographed by Tyler Mitchell, according to fashionpress.it. Production credits for the April 2024 film directed by Publicis are not publicly documented beyond the agency and brand attribution recorded in the campaign archive. What the archive does confirm is that the campaign comprises a single media asset — the film — suggesting a focused, restrained deployment consistent with prestige jewelry advertising in France, where editorial clarity tends to outperform volume in communicating craft authority. The campaign's French-language designation further grounds it in the House's native cultural register while its digital distribution ensured international reach.
The campaign archive records 35,668 views, 1,506 likes, and 127 comments for the Rose des Vents film asset. These figures represent organic engagement within the archive context and should be read as indicators of creative resonance rather than campaign-wide reach metrics. No independent performance review of the April 2024 Publicis Dior film was found in Campaign, Ad Age, Adweek, The Drum, or Contagious, and no verified paid media performance data is publicly available for this campaign.
Structural analysis, however, offers meaningful signal. The campaign's decision to build around a single film asset — rather than a multi-format suite — reflects a luxury advertising logic in which scarcity of creative expression reinforces the scarcity of the product itself. HAERIN's sustained presence across both the 2023 and 2024 Rose des Vents cycles, as documented by kcultureradar.com and fashionweekdaily.com, creates a compounding brand narrative that individual campaign metrics cannot fully capture. Each successive film deepens the ambassador-collection relationship rather than resetting it.
In France, where Dior Joaillerie holds a position of genuine cultural authority rather than merely commercial presence, the campaign's restraint is itself a performance strategy. The 2024 film earns a Clapboard Score of 63/100, reflecting competent execution of a well-defined creative brief, a credible ambassador match, and a coherent heritage narrative, tempered by the absence of verifiable breakthrough metrics or documented industry recognition at the time of this analysis.
HAERIN is a Dior Joaillerie global ambassador appointed in April 2023, according to kcultureradar.com. Her cultural profile as a member of NewJeans gives Dior access to internationally engaged luxury consumers across Asia and beyond. Her sustained presence across the 2023 and 2024 Rose des Vents campaigns builds a coherent, deepening ambassador narrative for the House.
Rose des Vents is a Dior Joaillerie collection designed by Victoire de Castellane, Artistic Director since 1998. According to dior.com, it draws on the compass-rose mosaic from Christian Dior's childhood home in Granville. The collection features diamonds, colored precious stones, star motifs, and gold in pieces including necklaces and reinterpreted Dior Tribales earrings.
Publicis created the 2024 Rose des Vents film for Christian Dior. The campaign was published in France in April 2024, as recorded in the Clapboard campaign archive. It is a single film asset produced in French, deployed digitally under the hashtag DiorJoaillerie to reach both domestic and international luxury audiences.
A Clapboard Score of 63/100 reflects competent, on-brand creative execution without documented breakthrough impact. The campaign demonstrates a well-matched ambassador, a coherent heritage narrative, and restrained prestige craft, but no independent industry awards or verified paid-media performance data are publicly available to elevate the score further at this time.
The 2023 Rose des Vents campaign featured HAERIN alongside Xin Liu and Julia de Nunez, with photography by Tyler Mitchell, according to fashionpress.it. The 2024 campaign focuses exclusively on HAERIN in a single film format, deepening the ambassador relationship and shifting emphasis from ensemble imagery to a concentrated, motion-led expression of the collection's cosmic identity.
Victoire de Castellane is the designer of the Rose des Vents collection and has served as Dior Joaillerie's Artistic Director since 1998, according to dior.com. Her design language — grounded in symbolic motifs, colored stones, and the personal iconography of Christian Dior — defines the creative foundation that both the 2023 and 2024 campaigns translate into ambassador-led visual storytelling.
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