Watch: Maison Martin Margiela's fragrance commercial

A new film released to promote Maison Martin Margiela's first perfume, Untitled, cements the brand's vanguard status despite the absence of its founder.

It is L'Oréal, which is behind the new scent, the beauty giant also responsible for the fragrances of denim brand Diesel, which now owns Maison Martin Margiela. But the combination of galbanum, boxwood, incense, bitter orange, and jasmine makes for a quite unusual fragrance.

Untitled (which had long been waited for: the cult label Margiela has been in existence for 20 years) is a unisex fragrance created by perfumer Daniela Andrier, the nose behind YSL's Rive Gauche, Gucci Rush for men, and several Prada scents. It has been 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 - featuring the house's signature white paint and stitched thread - contribute to the notion of a non-stereotypical scent that "can be worn by anyone, anywhere."

According to the label, "this signature scent will inspire radical new perspectives for perfumes with a more personal approach, following the success of the brands with star logos.[...]"

A film on the fragrance specially edited for beauty journalists can be watched here: http://www.youtube.com/watch?v=19Og3phxAzo.