For anyone that’s ever wanted to cut loose and go against the grain, Spike Jonze’s Kenzo World eau de parfum is for you. The clip opens tamely as a woman sits in a ballroom listening to an acceptance speech. She quietly excuses herself from the table and, once alone in the lobby, lets loose. Completely. Her vibrant, violent, energetic dance breaks every code of the classic perfume commercial.
KENZO’s artistic directors Carol Lim and Humberto Leon breathe their vision of fashion into a fragrance.A world in their image: bold, spontaneous, surprising, fun, colorful… that celebrates freedom of expression, diversity.The KENZO woman is a freethinker and somebody who really is in control of herself and a strong woman who knows what she wants to be."American director Spike Jonze : with his offbeat tone and sense of insolence, he unleashes an exhilarating and spectacular emotion that reconnects with the house DNA embodied by Humberto Leon and Carol Lim.
Problema
We wanted to create a playful and dynamic contemporary fragrance... like KENZO fashion. From today, when we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It's very multi-faceted and different; it takes the spectator by surprise. The KENZO girl inhabits the present, like right now. She's not nostalgic at all. She likes movement and speed and the way things shift and slide and collide in real time. She's never blasé, always enthusiastic. She stands out from the crowd.