Complex panned Robert Pattinson’s performance in Nan Goldin’s Dior Homme with Camille Rowe, saying “it’s just a sad-faced Pattinson in great photos of New York.” The critique by Andrew Lasane seems not entirely accurate, within the goals of Dior in creating the marketing message around their man.

For starters, more than half of men’s fragrances are bought by women as gifts. It’s safe to assume that the Dior Homme man probably refills his own cabinet, regardless of the ad campaign. And might it be possible that the Dior Homme man rather likes this image of himself, as it plays with women?

As Grazia Beauty writes: Mr Dior has evolved into a ‘vivid and potent’ man who invents a new way of being ‘male’. The accompanying campaign images are shot mainly in black and white by photographer Romain Gavras. Dior calls the images ‘new, wild and free’ with Pattinson looking ‘adamant and sexy.’ The vibe is inspired by Marlon Brando, James Dean, Paul Newman says Dior — all rebellious men.