Kenzo World: Kenzo’s First Perfume Commercial Starring Margaret Qualley
Kenzo World is the name of Kenzo’s first perfume created by the house’s current fashion designers Carol Lim & Humberto Leon and developed by renowned perfumer Francis Kurkdjian, which is already breaking the Internet with its unique bottle design and out-of-this-world commercial that makes us crave the scent. Soon to hit Kenzo.com, Sephora and Kenzo beauty counters at international department stores, Kenzo World is a lively, energizing scent with flower notes spiced up with the enticing quality of Ambroxan.
To perfectly capture the lively spirit of the fragrance, Kenzo tapped Spike Jonze to direct a short 3-minute film starring actress and former dancer Margaret Qualley, who performs an outrageous and contagiously bubbly choreography by Ryan Heffington, who is also the choreographer of Sia’s “Chandelier.” Margaret is seen possessed by the force of the irrelevant scent, dancing to the eclectic song by Sam Spiegel & Ape Drums featuring Assassin.
Margaret managed to skillfully evoke the unique spirit of the Kenzo World perfume, embodying the Kenzo girl that “inhabits the present, like right now,” as Carol Lim and Humberto Leon explained. “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.”
Kenzo World opens with sweet floral notes of peony and Egyptian jasmine complemented with nose-titillating rock nectar and the key note of Ambroxan that “acts like the fog, when the mist blurs the contours of things all around, and we only recognize their hazy outline,” as Kurkdjian explains.
The scent comes captured inside an opaline glass bottle imitating the all-seeing eye, an iconic motif for Kenzo since its FW 2013 runway show. Patrick Li stands behind the design of the bottle, the black rubber cap of which was inspired by Kenzo’s iconic Kalifornia bag. Sleek pink gold metallic details finish off the modern design of Kenzo World’s flacon, which can become an indispensable accessory in a cosmopolitan woman’s handbag.
As Carol and Humberto state, “the eye is both feminine and powerful at the same time” and the perfume’s eclectic essence is ideally encapsulated in the bottle design.
While Carol Lim & Humberto Leon’s first perfume was launched yesterday, the fashion world is counting the days until the 3rd of November, when the exciting Kenzo for H&M collection will hit over 250 H&M stores worldwide and the Swedish label’s online store.
Kenzo World comes in 30ml bottles priced at €59, while the 75ml version will cost you €104.
Photos courtesy of Kenzo