Maison Martin Margiela launches first fragrance
Tuesday 12 January 2010
Despite being distributed by beauty giant L'Oréal and the fact that Margiela is no longer part of his eponymous fashion brand, Maison Martin Margiela is trying to stay true to its 'no-label' approach, naming its first scent, Untitled.
L'Oréal is also behind the fragrances of denim brand Diesel, which now owns Maison Martin Margiela. The Untitled launch has been long-awaited since the avant-garde fashion label has been in business for more than 20 years and is just now releasing its first scent.
Launched in Paris January 11, Untitled is a unisex fragrance - created by perfumer Daniela Andrier, the nose behind YSL's Rive Gauche, Gucci Rush for men, and several Prada scents - that is described as "floral, woody, and very green" (including notes of fern) as well as "ambery and oriental."
The unisex element as well as the typical 'blank canvas' packaging contribute to the notion of a non-stereotypical scent that, according to a press release, "can be worn by anyone, anywhere."
A statement released last year read: "This signature scent will inspire radical new perspectives for perfumes with a more personal approach, following the success of the brands with star logos.[...]"
Untitled will become available at colette.fr in a world-exclusive 'preview' January 25 and will be rolled out internationally through April. It joins the ranks of other 'avant-garde' and 'niche' scents that are gaining in importance such as Standard by Comme des Garçons and Artek.
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