No half stepping with Kenzo on the launch of its fragrance next year. The Carol Lim and Humberto-designed label partnered with very famous director Spike Jonze on an energetic and artful film featuring dancer Margeret Qualley to kick off the launch of the new category.
The film’s begins quietly, set in midst of what appears to be a tony and seemingly boring banquet, which Qualley quickly excuses herself from. While in the hall outside the event, raucous dancehall music via Sam Spiegel & Ape Drums kicks in and Qualley, as choreographed by Ryan Heffington, begins to move as though possessed by the spirits, eventually developing super hero powers.
Perfume campaigns are traditionally know for being exercises in elegance and restraint and the Kenzo campaign completely upends that formula. Said Qualley, “When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It’s very multi-faceted and different. It takes the spectator by surprise.”
Kenzo’s first fragrance was made in collaboration with renowned perfumer Francis Kurkdjiian and will be offered in a black rubber, gold and opaline bottle that evokes the Kenzo aesthetic.