World

Kenzo World is a juice that clearly does not intend to go unnoticed. It alone reveals the turning point of the Kenzo house and releases a bold, dynamic and joyful breath in its wake.

The advertisement created by Kenzo

While perfume advertisements are generally always remarkably well thought out, it must be acknowledged that Kenzo's set the bar very high. This is the very first advertising campaign signed by the brand's new artistic directors, Carol Lim and Humberto Leon. The duo enlisted the celebrated Oscar-winning director Spike Jonze and entrusted him with the challenging task of creating a memorable short film. The least that can be said is that it is completely wild and absolutely electrifying. It features American actress and dancer Margaret Qualley. She appears visibly bored during a formal dinner at the Dorothy Chandler Pavilion. She slips away for a moment and suddenly launches into a frenzied trance to the original music by Sam Speigel & Ape Drums and Assassin titled “Mutant Brain”. The track's jagged rhythm carries her through a choreography created by Ryan Heffington, a choreographer known for having directed several music videos for singer Sia, including the one for the song Chandelier. Forget the politically correct approach of perfumes from the past. Kenzo World stands at the opposite end of that spectrum and creates a world entirely its own.

The floral enchantment of Kenzo World

If Kenzo World stands out with such singularity, it is first and foremost because it is the very first fragrance by Carol Lim and Humberto Leon. They showed a genuine desire to break away from Kenzo's overly poetic world of the past. Through Kenzo World, they translated their vision of fashion and even imagined a world in their own image. The bottle of Kenzo World is, in fact, shaped like an eye. It is as though it invites the wearer to see the world through a different lens. This is a bold, surprising and colorful juice. It champions creativity and freedom. It is built on a floral and amber scent. Kenzo World notably highlights the beauty of peony, enhanced by the fruity, tangy character of red fruits. Egyptian jasmine is also present, delivering the full richness of its luminous character. Finally, Kenzo World closes with a base containing ambroxan, an ingredient that makes the woman wearing Kenzo World ever more sensual and almost comforting.