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Maison Margiela

Afternoon Delight Eau de Toilette

Afternoon Delight - Eau de Toilette, signed by Maison Margiela in 2024, opens on bitter almond and angelica, between sugar and greenness. Carrot and ambrette, both amber, precede a base where sandalwood and vanilla meet in warmth.

Brand
Maison Margiela
Launch year
2024
Gender
Unisex
Olfactory family
Oriental
Concentration
Eau de Toilette
Afternoon Delight Eau de Toilette

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Olfactory pyramid

  1. Top notesThe first minutes
  2. Heart notesThe heart of the perfume
  3. Base notesWhat lingers

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Longevity
Sillage
Season
Occasion
Resembles

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The advertising

Pop-up cafés and madeleine

Two pop-up cafés accompany the launch: a New York pop-up and House of Memories in Singapore, open until May 18, 2025.

The launch proceeds through pop-up cafés rather than a campaign with a face, with no face nor photographer documented. In Singapore, a temporary café named House of Memories occupies two floors of a shophouse on Beach Road until May 18, 2025.

A case study by the agency Gradient reports a New York pop-up recreating a Parisian café around the REPLICA line and the madeleine-inspired fragrance, with a sketching activity described as “scent-memory”.