In case you missed it, Kenzo revealed their newest perfume today, taking consumers on a journey of scents. Except for smelling extraordinary, the advertisement seems to show that being obsessed by the odour means having excellent dancing skills and superpowers.
In a world where words don’t exist, a single touch of an aroma can bring up a thousand memories. This scenario combined with Kenzo World results in an atmosphere where power lies in distinct expressions. Although the release of a new scent kept being postponed up till now, Kenzo World is the first perfume to launch under the house’s designers.
Carol Lim and Humberto Leon, previously known for their brand Opening Ceremony and many collaborations with Levis and Maison Martin Margiela, were assigned as the new creative directors of Kenzo in 2011.
The possibility to communicate a powerful message of an odour to a consumer who has literally no idea how the perfume will smell isn’t an obvious thing. In order to succeed, the directors teamed up with video director Spike Jonze, actress and dancer Margaret Qualley and choreographer Ryan Heffington (also known for Sia’s Chandelier) to create a clip that is unique in its kind.
The name of the song is called Mutant Brain by Sam Spiegel & Ape Drums, featuring Assassin. Available on Apple Music and Spotify.
SPOILER: watching the video down below might leave you with frowned eyebrows 😉
Video and photo – courtesy of Kenzo