The global luxury brand has sought to capture its DNA with cute backpack-shaped packaging and an innovative ad campaign centred on disruptive technology used by computer gaming sensation Fortnite.
The “travel beyond” ad campaign concept is embodied by a cast of young, up-and-coming and bold talent: Anais Pouliot, Haejin Lee, Patryk Lawry, Dizzy Fae and Curtis Waters.
The one-of-a-kind design pays homage to the brand’s classic Visetos backpack. Signature coated canvas then wraps the bottle in a texture designed to be familiar to touch. The outer packaging depicts the famous golden studs found on MCM backpacks.
Top notes feature vibrant raspberry and apricot, with middle notes of hand-picked jasmine and white peony and violet leaf, and vanilla and sandalwood at the base.
The virtual launch event is MC’d by fashion architect and MCM Global Creative Partner Misa Hylton, who is famous for styling legendary music artists like Mary J Blige.
DJ and sound director Michel Gaubert provides the vibes that set the mood in tandem with the aroma, while contemporary urban artist Bisco Smith reimagines the backpack in his inimitable graffiti style.
MCM Eau de Parfum credits:
Dirk Schoenberger, MCM Creative Director
Misa Hylton, MCM Global Creative Partner
Clement Gavarry, Perfumer (Firmenich)
Bisco Smith, Graffiti Artist
Michel Gaubert, Sound Director
MJ Rabbit comments: This is the most memorable fragrance launch I've ever seen - and you can quote me on that. I've been observing the beauty industry for around 30 years as a luxury goods journalist. Never before have I seen a brand truly capture its DNA in a fragrance. MCM’s Eau de Parfum backpack presentation is fun, innovative and streetwise. Firmenich perfumer Clement Gavarry says he broke the rules. MCM has thrown down the gauntlet to other industry players. Let the beauty battle commence...
