Spike Jonze helps launch Kenzo World fragrance

Kenzo Parfums has unveiled Kenzo World fragrance, the first feminine scent conceived by Kenzo creative directors Carol Lim and Humberto Leon.

Five years ago Lim and Leon, two young self-taught Americans, became creative directors of Kenzo, now owned by LVMH. They quickly connected with the core identity of the house founded by Kenzo Takada in 1970, energising it with fresh creativity, including now iconic motifs. Introduced for the 2013 fall-winter collection, the eye motif has become a symbol of the Kenzo universe.

“We loved the interpretation of the eye really informing your world,” says Lim.

Now this iconic eye symbol marks the new boldly feminine fragrance from the house, Kenzo World. Designed by Patrick Li, the bottle features black rubber, pink gold and opaline, recalling the mix-and-match of colors and materials that inspire the designers and their collections. The stylized eye is an invitation to experience Kenzo World, a world to be explored right from the name printed in Braille on top of the box.

The creation is signed by perfumer Francis Kurkdjian, whose creative approach resonates with that of Lim and Leon, a bold mixing of materials and styles to explore new directions.

Lim and Leon have created this fragrance for a Kenzo woman “who is free, strong and bold”, and whose boundless energy is translated in the advertising spot directed by Spike Jonze.

Mixing choreography and performance, the clip follows Margaret Qualley on an escapade set to a soundtrack with a catchy tempo, a far cry from the standard genre of perfume ads.