DIOR Celebrates 10 Years of Sauvage at Fort Sauvage, Somerset House

Few fragrances have made as much of an impact on men’s grooming in the last decade as DIOR Sauvage. Since its launch in 2015, it has become the world’s bestselling scent, instantly recognisable for its raw magnetism, rugged elegance, and unmistakable freshness. To celebrate 10 years of this modern icon, DIOR opened the doors to Fort Sauvage, an immersive pop-up at Somerset House, London, running from 25–28 September 2025.

The event transported guests into a cinematic Western-inspired world, complete with a fragrance bar, grooming experiences, a saloon-style games room, and a private theatre screening the latest Sauvage campaign film starring Johnny Depp. It was a bold and creative way to honour the spirit of Sauvage: untamed, magnetic, and free.

The Fragrance Bar: Exploring the Sauvage Universe

Inside Fort Sauvage, guests discovered the artistry behind Sauvage at the Fragrance Bar, which showcased the full olfactory universe of Sauvage across its four key expressions:

Sauvage Eau de Toilette

The original launch in 2015, this is where the story began. Bright bursts of Calabrian bergamot meet Sichuan pepper, creating a crisp, spicy freshness that feels modern and timeless all at once. It’s an energetic fragrance, perfect for daily wear, and the one that established Sauvage as a global phenomenon.

Sauvage Eau de Parfum

Sauvage EDP offers a richer, more sensual interpretation. The fresh bergamot signature remains, but it’s deepened with spicy star anise, nutmeg, and vanilla. It feels smoother and more enveloping, making it ideal for evening occasions or cooler months when you want something with extra warmth and presence.

Sauvage Parfum

A darker, more intense take on the Sauvage DNA, the Parfum balances the citrus top notes with Sri Lankan sandalwood and tonka bean, giving it a creamy, smoky depth. This is Sauvage at its most refined, a confident, elegant scent for those who want their fragrance to leave a lasting impression.

Sauvage Elixir

The most powerful expression in the Sauvage line, Elixir pushes intensity to new heights. With grapefruit, cinnamon, nutmeg, and liquorice, it’s a bold and commanding fragrance that takes Sauvage into mysterious territory. Long-lasting and highly concentrated, this one is for those who want their scent to be noticed the moment they walk into a room.

Fort Sauvage: More Than a Pop-Up

Beyond the fragrance journey, Fort Sauvage offered visitors an interactive experience, from playing games in the Wild West saloon to exploring the General Store, where guests could browse DIOR’s wider fragrance and grooming collections. The Barber Shop added a personal touch, offering grooming treatments from expert barbers, including Dior’s own grooming ambassador, Hayden Cassidy.

The Wild Theatre was a highlight, screening DIOR’s latest Sauvage film directed by Jean-Baptiste Mondino. Starring Johnny Depp, the film captures the essence of Sauvage’s freedom and resilience against a dramatic canyon backdrop. Seeing the campaign brought to life in this setting felt like stepping into the Sauvage world itself.

A Decade of Sauvage

Ten years on, Sauvage remains as relevant as ever. Its versatility, craftsmanship, and bold identity have made it a staple in men’s fragrance wardrobes worldwide. Whether you gravitate towards the fresh and spicy Eau de Toilette, the sensual warmth of the Eau de Parfum, the deep refinement of the Parfum, or the commanding presence of the Elixir, there is a Sauvage expression for every man and every moment.

The opening of Fort Sauvage was not just a celebration of a fragrance, but of a cultural icon that continues to define masculinity and freedom in scent form. And if the last decade is anything to go by, Sauvage is set to remain a leader for many years to come.

Image Credits
Darren Gerrish for Christian Dior Parfums
Kyle Galvin for Christian Dior Parfums