# Professor Thomai Serdari discusses how Dior's campaign around the J’Adore perfume reinforces its relationship with the flower farmers in the Grasse area

1 Faculty News March 25, 2020 ![Luxury Daily logo](/sites/default/files/styles/246w/public/assets/images/con_032369.jpg?itok=BZ74qERg)>

Excerpt from [Luxury Daily](https://www.luxurydaily.com/dior-celebrates-floral-source-in-new-campaign-for-jadore/) -- "'Reinforcing the heritage of Dior's perfumes and how far back the brand's relationships with the flower farmers in the Grasse area go is one of the goals of this campaign,' said [Thomaï Serdari](https://www.stern.nyu.edu/faculty/bio/Thomai%20Serdari), founder of Brand(x)Lux and director of fashion and luxury MBA and professor at NYU Stern, New York."

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