Stand aside MTV… that the prize for the best music video of the year goes to Kenzo.
The French brand, under the creative direction of Carol Lim and Humberto León, is known for being impeccably cool and quirky, and for the launch of their new Kenzo World perfume this fall they decided to innovate once again. The creative pair chose director Spike Jonze and choreographer Ryan Heffington, who worked on Sia's music video “Chandelier,” to create a choreography that breaks the stereotype of the typical perfume ad that usually employs soft music and They appreciate images or romantic or flirtatious and elegant women. Kenzo did the complete opposite.
In the video it all starts when actress and dancer Margaret Qualley meets at a fancy dinner, apologizes and leaves the room. Suddenly the music starts and her eyes blink uncontrollably and her body contorts as the melody transforms into electronic. "He likes movement, speed and the way things move and collide in real time," Lim and León say of the video's protagonist. “She is never boring, she is always enthusiastic. Stands out." Qualley is possessed by music and, of course, fragrance for 3 minutes and 48 seconds.
It was necessary to do something different in the world of fragrances and this perfume, with floral notes such as peony and jasmine, may be the ideal proposal for those bold women who stand out for their originality.
Kenzo World by Kenzo. Available September 9.