Madly Kenzo

While the fragrance surprises with its amber power, the enchanted world of Kenzo driven by Patrick Guedj brings us back to the powerful poetry that is the true emblematic signature of the house. For Kenzo, the world is beautiful when it is a little Madly…

Madly Kenzo, “Follies are the only things one never regrets”

Since the venerable Kenzo fashion house first entered perfumery, the olfactory world of its fragrances, as well as its advertising communications, has been tinged with humor, poetry, and above all a great ray of positive sunshine over a world that Kenzo wants to be “beautiful.” Since the appointment of Patrick Guedj as artistic director, this adage has become even more true. For at heart, nothing will ever be too beautiful for Kenzo!

With Patrick Guedj, flowers grow on concrete for Flower, elephants are adorned with gilding for Jungle, and butterflies fly off with their young lady toward the sky for Madly. Amber Anderson, the young face of the Madly campaign, sets the deliberately sparkling tone of this colorful Madly advertisement. The young woman’s gentle folly propels her to the tops of trees, the better to fly off into a cloud of a thousand colors of butterflies… Magical Madly!

It is therefore easy to understand that although Madly has deepened with a few ambers, the tone remains light, and the fragrance, “ultra-sensual, bold, striking and instantly recognizable,” is intended for a floral and sparkling woman, typically Kenzo.

An oriental and sensual flight of butterflies for an original Madly Kenzo

For once, the Madly bottle is not a stylized flower but a butterfly wing designed by Ron Arad, which is not without recalling the clouds of colorful butterflies alighting on Kenzo’s haute couture creations. The elegant purple gradient as well as the raised cut of the glass give Madly an impression of lightness and near-permanent movement.

Aurélien Guichard, the nose behind this very airy composition, offers juicy, gourmand notes of pear and lychee spiced up with a few lovely pink pepper berries. In the heart, the pretty rose meets the sparkling, sugary orange blossom to better blend into creamy, sun-kissed facets. Then heliotrope comes to powder this lovely blend while preparing us to welcome the precious sensual base notes. The depths of sandalwood, cedar and incense intoxicate us with their power while surprising us with their rare presence in a Kenzo fragrance.

The Madly woman is “free, unpredictable and happy.” One more act of daring from Kenzo, which had originally intended to release this fragrance as a limited edition. However, it seems that this fragrance, with its fine qualities, surprised as much as it seduced, which may explain its disappearance from Kenzo’s lineup.