If a designer has enough name recognition and star power to create his or her first fragrance, the sky's the limit. As we all know, cosmetics and perfume are usually where the big fashion dollars come from, and you need to make a splash in order to succeed. From the looks of their first campaign film, it seems like Kenzo artistic directors Carol Lim and Humberto Leon are doing just that.
The film, directed by Spike Jonze and choreographed by Ryan Heffington, is titled My Mutant Brain. Although the name might seem like an odd choice for a luxury perfume, it certainly reflects the quirky DNA of Kenzo. Throughout the sequence, actress Margaret Qualley dances her way through a series of corridors, pulling everything she sees with her. It emphasizes that the Kenzo girl is someone who knows what she wants and isn't afraid to change the world. “It was all very organic—that’s how we work,” Lim told us at a party for the perfume during the Haute Couture shows in Paris. “We wanted to do a perfume from day one, and I think they wanted to see how the fashion side would turn out.”
Obviously, beautiful women in perfume advertisements have become the norm, especially where fashion designers are concerned. Qualley believes that Lim and Leon have gone one step further. "When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite," she said. "It's very multi-faceted and different; it takes the spectator by surprise."
Although we love seeing Natalie Portman saunter around Paris in her Miss Dior advertisements, it is refreshing to see designers take another approach to fragrance. Women today want to be remembered for being more than being a pretty face; they want to be able to take on the world for themselves and make their own decisions. We might not be able to dance our way through life like Qualley, but Lim and Leon are definitely on the right track. If a women feels like her scent tells her story accurately, she's bound to want to repurchase. We look forward to seeing more oddball fragrances from Kenzo in the future. After all, we could be getting a whiff of fashion's new favorite scent.