If you think you already saw everything in a fragrance advertising, wait until you watch the tv ad for the new Kenzo fragrance. It is a completely counter-culture approach against the establishment. This is for sure the it-launch of this fall.
Directed by Spike Jonze, this new film tells the story of a young woman who definitely has more than enough of her life. She is completely annihilated by her day to day do’s and don’ts. From a traditional scenery of a socialite environment, there is a “too-much-is-enough” blast. For this daring project only the inventive mind behind Being John Malkovich could nail it. Spike Jonze became a video clip expert by directing music clips for the Beasties Boys, REM, Puff Daddy, Björk or Lady Gaga and Kayne West. It is modern, elegant and with a high dose of daring. Actress and dancer Margaret Qualley performs an unforgettable choreography imagined by Ryan Heffington on an exclusive track by Sam Spiegel & Ape Drums featuring Assassin. Probably one of the most creative fragrance ads of the past 5 years.
There was a lot of change at Kenzo in the past years. Since 2011, Carol Lim and Humberto Leon became the Creative Directors of the fashion house. They brought a new wind of youth and dynamism to Kenzo. Their motivation is to capitalize on strong brand icons but in a different and more contemporary way. Kenzo World is the first fragrance under the new Creative direction and was created in collaboration with the talented Perfumer Francis Kurkdjian.
Evocation of one of the brand’s most iconic prints, KENZO WORLD’s flacon offers a mix of black rubber, pink gold and opaline.
“THE EYE IS BOTH FEMININE AND POWERFUL AT THE SAME TIME” Carol Lim & Humberto Leon
Now this iconic eye symbol marks the new boldly feminine fragrance from the house, Kenzo World. Designed by Patrick Li, the bottle features black rubber, pink gold and opaline, recalling the mix-and-match of colors and materials that inspire the designers and their collections. The stylized eye is an invitation to experience Kenzo World, a world to be explored right from the name printed in Braille on top of the box.
The olfactory creation is signed by perfumer Francis Kurkdjian, whose creative approach resonates with that of Carol Lim and Humberto Leon, a bold mixing of materials and styles to explore new directions. The flowery trail of Kenzo World is a surge of intoxicating, energetic scents that unfold in floral bursts, with notes of peony, Egyptian jasmine and Ambroxan®, a magical note that gives the fragrance voluptuous sensuality.
Carol Lim and Humberto Leon have created this fragrance for a Kenzo woman who is free, strong and bold, and whose boundless energy is translated in the advertising spot directed by Spike Jonze. Mixing choreography and performance, the clip follows Margaret Qualley on a frenetic and elegant escapade imagined by multi-awarded choreographer Ryan Heffington and set to a soundtrack with a captivating tempo, showing off the masterful acting talents of the former dancer. The electric ambiance is a far cry from the standard genre of perfume ads, perfectly embodying the spirit of this new fragrance creation from Kenzo Parfums. For more information you can visit the brand official website here: https://www.kenzo.com
Kenzo reinvents its brand always in parallel of trends or short term wins. Kenzo World is a strong message, always a impactful concept with a very classy scent. We wish to Kenzo World as much success as Kenzo Flower.
Info sourced at Kenzo official communication releases. All content is copyrighted with no reproduction rights available. Images are for illustration purposes only.