Hommage à Marlene Dietrich is the first creation under the new marketing umbrella Parfums Grès Collection, a concept that already suggests the idea of a series. With its saucy play of colours that provokes associations to art history, the new advertising campaign addresses a wider, younger target public. The rejuvenation of the brand is a declared target within the overall concept.

The visual shows a portrait of the star in a spiritual pose. It was taken in 1932 for the film „Shanghai Express”. By reproducing the portrait threefold it is given additional drama and each of the three reproductions is in a different shade of colour. Each colour corresponds to the lettering on one of the fragrances: My Life, My Dream, My Passion. Because all the flacons are pictured, the colour relationship is immediately evident. Thus the colour scheme in the visual beautifully reflects the idea that one person can embody different faces, different moods, different roles. Marlene Dietrich demonstrated this impressively in her films.

The new Parfums Grès Collection bestows the gift of greater scope to femininity – much the same as fashion does. It supports the desire for metamorphosis and promotes the more spontaneous staging of a woman’s character in a diversity of roles. The message in the visual applies not only to the fragrances within the Hommage à Marlene Dietrich but also implies expansion of the collection to include more celebrities.