French luxury fashion house and cosmetics giant Dior has signed actor Johnny Depp to a massive deal, marking the biggest men’s fragrance pact ever.
The three-year deal is reportedly worth upwards of $20 million, eclipsing Robert Pattinson’s $12 million deal with Dior Homme and Brad Pitt’s $7 million pact with Chanel No. 5.
Depp’s Relationship with Dior
Since 2015, Johnny Depp has been the face of Dior Sauvage. The ad campaign has played off of Depp’s image as a wild rocker, and it has been successful in the past.
In recent years, however, Depp has been in the midst of a legal battle with ex-wife Amber Heard.
Despite facing choppy PR waters, Dior continued to stand by Depp.
Dior’s decision to stick with Depp proved to be a wise one, as his marketability improved dramatically after he won a defamation trial against Heard in Virginia last year.
The seven-member jury found that Heard defamed Depp, and they awarded him $10 million in compensatory damages plus $5 million in punitive damages.
The decision threw cold water on Heard’s 2018 Washington Post op-ed in which she claimed to be a survivor of domestic abuse.
The Impact of the Deal
The lucrative Dior pact, which was negotiated by Depp’s reps at Range Media, could pave the way for the actor’s return to movies from major studios.
Prior to the Virginia verdict, major studios had been hesitant to work with Depp. It is worth noting that the lost wages were significant given that Depp’s team had closed a deal for him to be paid $22.5 million for Pirates 6 in 2017.
Other High-Profile Events
Depp’s new Dior deal coincides with a high-profile showing for him at the upcoming Cannes Film Festival.
He will be on hand for the May 16 world premiere of Maïwenn’s historical drama Jeanne du Barry, in which he plays King Louis XV.
Depp is also expected to attend a Dior dinner on May 17 before heading to London the following day for a Jeff Beck tribute, where he will perform alongside Eric Clapton and Rod Stewart.
Sales will also kick off at the Cannes market for Depp’s first directorial effort in 25 years.
The film, titled Modi, centers on the life of Italian artist Amedeo Modigliani and features a cast that includes Al Pacino.
Sales outfit The Veterans is shopping “Modi,” which will shoot in the fall.
Dior’s decision to sign Johnny Depp to a massive deal despite his legal issues with Amber Heard has paid off in a big way.
The deal is the biggest men’s fragrance pact ever, and it is worth upwards of $20 million. The deal could also pave the way for Depp’s return to movies from major studios.
In addition, Depp is set to attend high-profile events such as the Cannes Film Festival and a Jeff Beck tribute in London.
Sales will also begin for Depp’s first directorial effort in 25 years, titled “Modi.”