Set up against an open backdrop of AlUla’s stunning cliffs and mountains, the brand’s logo was projected onto the landmark’s famous Elephant Rock.

Saudi Arabia’s AlUla, on Sunday, saw a fleet of social media influencers and fashionistas as they descended to celebrate the launch of Dior Beauty’s Sauvage, a range of new men’s fragrances.

Set up against an open backdrop of AlUla’s stunning cliffs and mountains, the brand’s logo was projected onto the landmark’s famous Elephant Rock.

The scene immediately reminded the image of Dior’s brand ambassador Johnny Depp playing an electric guitar in the middle of the desert in the Sauvage ad campaign, which came out this summer.

The launch event saw Emirate’s well-known celebrities including Mahmoud Sidani, more commonly known to his legion of followers as ‘Mr. Moudz,’ Emirati twins Mohammed and Humaid Hadban, Mohamed Al-Habtoor, Saudi designer Mohammed Khoja and actor Rawkan Binbella, among others.

The event also saw a live performance from UAE-based blues singer Jay Abo, who wowed the audience with his mesmerizing vocals and guitar solos. The guests were also treated to dinner amidst the beautiful backdrop.

Mahmoud Sidani also took to Instagram to talk about the event, “I really feel so grateful being here. The sights we saw today left me speechless… I didn’t realise how much I missed travelling before this trip. Seeing new places, meeting new faces, hearing their stories — and sharing some of my own.”

The new range of scents, envisioned by master perfumer Francois Demachy, has been inspired by the desert in the magical hour of twilight. Hence, hosting the event at AlUla, made sense for the Parisian label.

Also, this is not the first time, Al Ula hosted an event like this. Mônot creative designer Lebanese Eli Mizrahi last year produced a campaign in the historic site featuring supermodels Kate Moss, Candice Swanepoel, Mariacarla Boscono, Jourdan Dunn, Amber Valletta, Xiao Wen and Alek Wek.