Kenzo ditches the cliché perfume ad for a refreshing new rendition
Kenzo, the luxury fashion company that bridges French and Japanese cultures, has launched its latest scent World with a bold campaign that successfully captures the brand’s unconventional essence. In doing so, founders Humberto Leon and Carol Lim remain true to their mission of stirring up “the jungle world of fashion.”
To unveil their first foray into fragrance, Leon and Lim collaborated with American director and producer, Spike Jonze, to create a refreshing campaign that takes inspiration from unexpected sources, from visual art to expressionistic dance to one of Jonze’s very own music videos. The resulting spot successfully decimates the traditional fragrance advertisment, clad with fantasy, luxury, and desire, and brings to life the authenticity, boldness, and spontaneity at the heart of the Kenzo brand.
By flipping the script on category convention, Kenzo no longer focuses on what the brand and the product can bring to the consumer, but rather what they can bring out of the consumer. Kenzo World is yet another avenue for the brand to encourage individuals to celebrate their freedom of expression, creativity, and diversity.
We know that not everyone will love this piece of work, and that’s okay. However, we do hope that people can appreciate how provocative and inventive Kenzo’s and Spike Jonze’s collaboration is. Together they are not only challenging fragrance giants to really understand their consumers’ motivations, but also encouraging consumers to expect something different from luxury brands. We can only hope that other brands will be inspired to do the same.