Ajak Dieu Embodies the Fearless Spirit of La Favorite

Between takes on set, Ajak Dieu commands the frame with the ease of someone entirely at home within her own formidable presence. The South Sudanese model, draped in structured black and paired with magenta heels that sing against pale studio light, holds Jean Paul Gaultier’s La Favorite as both prop and statement. The fragrance bottle itself, housed within its signature brass vessel and rendered in pale golden liquid, becomes an accomplice to her unapologetic confidence.

La Favorite has long embodied the house’s irreverent approach to perfume, a scent built for those who refuse convention. Gaultier’s vision of femininity has never bent toward the demure or apologetic, and Dieu’s presence here reinforces that philosophy entirely. The silhouette she wears, with its sweeping lines and sculptural bodice, recalls the couturier’s revolutionary relationship with the body, while the hot pink shoes provide the kind of colour contrast that demands attention.

What emerges across these campaign moments is not the polished remove of typical fragrance advertising, but rather the texture of genuine personality breaking through. Dieu’s gaze, her posture, the energy that radiates from frame to frame, suggests someone who has never asked permission to occupy space. She does not wear La Favorite so much as become its perfect messenger: bold, unapologetic, radiating an authority that cannot be taught or purchased, only recognised and amplified by a fragrance confident enough to match it.

Imagery courtesy of Jean Paul Gaultier (@jeanpaulgaultier).