Carol Lim and Humberto Leon reveal first fragrance with ‘Kenzo World'
Kenzo has unveiled its first female fragrance developed by Carol Lim and Humberto Leon, who took over as the label's creative directors in 2011. In style and in substance, "Kenzo World" draws on all of the brand's most emblematic codes and is out now.
Kenzo's new creative duo had not yet made a foray into the world of perfume. However, Carol Lim and Humberto Leon have now revealed their first scent for the brand, "Kenzo World," a project steeped in the label's ready-to-wear universe, embodying its codes, its energy and its inspirations.
A floral burst
The women's fragrance was developed by perfumer Francis Kurkdjian, who specializes in mixing styles and substances. With "Kenzo World," the perfumer puts flowers at the forefront, subtly enhancing each of their qualities.
The fragrance "opens with a surge of flowers by the armful, from petals to bouquets, with bursts of sweetness... It's a brilliant fragrance, with a lively sparkling trail, a crazy rock nectar with an intoxicating scent that titillates the nose. A shot of energy that benefits the soul," says the label.
Peony is laced with the "red fruit" aromas of Egyptian jasmine, while ambroxan brings a sensual and voluptuous touch to the scent.
The Kenzo eye
The "Kenzo World" bottle takes the form of a key symbol from label's fashion collections -- the iconic all-seeing eye.
Drawing inspiration from Kenzo's mix-and-match ready-to-wear vibe, the eye-shaped opal-colored glass bottle nods to Kenzo's Kalifornia bag with its "gommato" lid and comes finished with a rose gold metal charm. The bottle was created by designer Patrick Li, who works closely with the label's two creative directors.
An off-the-wall ad
To complete this new fragrance launch, the label is swimming against the tide of traditional perfume advertising with a campaign that breaks the mold. Here, the ad celebrates the eccentricity, energy, craziness and spontaneity of the Kenzo world.
Carol Lim and Humberto Leon picked American director Spike Jonze ("Being John Malkovich," "Her") to film the campaign, which stars the actress and former ballerina Margaret Qualley -- Andie MacDowell's daughter -- as the face of the fragrance.
This winning combination makes for a totally off-the-wall campaign, where Margaret Qualley appears possessed as she breaks into a wild dance routine. This audacious, provocative and high-action campaign breathes unexpected energy into the world of perfume promotion.
"The Kenzo girl inhabits the present, like right now. She's not nostalgic at all. She likes movement and speed and the way things shift and slide and collide in real time. She's never blasé, always enthusiastic. She stands out from the crowd," said Carol Lim and Humberto Leon.
"Kenzo World" Eau de Parfum is available in 30ml, 50ml and 75ml formats.
See the campaign video here: https://youtu.be/xvGmNwbWRKs
