Maison Martin Margiela Launches its First Scent
Maison Martin Margiela—known for its notoriously elusive designer and avant garde fashion—is launching its first scent.
Maison Martin Margiela—known for its notoriously elusive designer and avant garde fashion—is launching its first scent. Following a soft launch in Europe, the house is bringing its fragrance, Untitled, to the US market and will be sold exclusively at Saks Fifth Avenue.
Like all things Margiela, the fragrance launch will adhere to its own set of rules. According to a recent interview in WWD, “This is a scent with a very strong identity, and it is very much about the in-store experience,” said Marc Rey, president of International Designer Collections at L’Oréal USA, the house’s fragrance license. “Saks Fifth Avenue understands the artisanal nature of this project, and their clientele is extremely sophisticated. That is the market we are reaching for with this fragrance.”
The woody green floral was developed by Givaudan, the Swiss company that is known as the global leader in the fragrance and flavor industry. (Some of their other most popular fragrances include Opium, Fracas, Angel, J’adore and Le Male.) Untitled, developed by Daniela Andrier, meanwhile has top notes of galbanum essence and orange blossom absolute; a heart of lentiscus, jasmine and galbanum resinoid and a drydown of incense and musk.
“This is a very important launch for us,” said Renaud de Lesquen, president of Maison Martin Margiela Fragrances at L’Oréal. “The unique nature of this scent — it is a very different juice — has the capacity to build loyalty. It is so unusual that it is difficult to move on to another scent.”
One thing you can expect from this unique fragrance launch is a healthy dose of the designer’s signature color, white. The understated bottle looks as though it’s been dipped in white paint and bears a simple typeface with the name—or lack of one.
Look for Untitled next month at Saks Fifth Avenue, Bal Harbour Shops.