Kenzo World

Expression.

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We’ve all been there: sitting through an event that we’d rather not be at. The speeches seem to get longer and longer, and the room starts to close in. The Kenzo girl has been in this scenario, but she also knows how to escape it.

In My Mutant Brain, a short film by Spike Jonze that was conceived to promote the Parisian brand’s new fragrance, a young woman escapes the confines of a stuffy room and bursts into frantic, energetic, and altogether weird dance. Played by Margaret Qualley, the girl jerks and struts and buzzes around the empty halls of a theatre as an irresistibly electrifying score, created by Jonze’s brother Sam Spiegel specifically for Kenzo, pulses the narrative forward. Dressed in a green Kenzo dress, Qualley encompasses a mix of innocent freedom and established confidence; her movements, choreographed by Ryan Heffington (known for his work on Sia’s “Chandelier” music video), are not exactly elegant, but they represent an uninhibited beauty. Expressing the individual, My Mutant Brain is a captivating piece of art—which makes it a brilliant piece of marketing.

As for the perfume itself, called Kenzo World, it is a light, sweet, almost powdery scent created by the brand’s creative directors Carol Lim and Humberto Leon along with perfumer Francis Kurkdjian. A scintillating mixture of peony, Egyptian jasmine, and ambroxan create a subtly sensual and overarchingly self-assured, albeit mysterious, concoction. Made of black rubber, pink gold metal, and frosted glass, the perfume’s bottle forms a dramatic eye, representing bold femininity—for the woman who isn’t afraid to express herself.


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May 4, 2017