In the Now Age when crystals and evil eyes are not only mainstream but super trendy, it seems like the perfect time for Kenzo to launch its latest eye-catching scent: Kenzo World. And while this is all just coming back around, the fashion house had the eye for this design long before it became a thing.
Kenzo World is an airy fruity-floral with a story to tell—one that marries the fragrance’s parent company, LVMH, with the fashion house that gave the brand its namesake. For the first time in the brand’s fragrance history, Kenzo’s artistic directors Carol Lim and Humberto Leon had everything to do with the fragrance—including the design of the iconic emblem bottle that it’s housed in.
While you’re not supposed to judge a [fragrance] by its [bottle], it’s the first thing you see and, frankly, it’s kind of hard to ignore Kenzo World when you sort of feel like it’s staring back at you. But, the bottle has more to say about this marriage between the fashion and fragrance houses as the eye is a notable motif in the Kenzo brand. Carol Lim explains, “The all-seeing eye is a major imprint of the collection and alludes to the force of the third eye,” adding, “We love this interpretation of the eye really information and being able to personalize your world.”
The fun part is that there’s actually more than one eye—the one you see staring at you from the fragrance shelf with the black lash-like cap and the one you get when you remove the lid and stare down at the bottle. It’s always watching you.
But, is it any good? Well, it’s a very pretty scent. The fruity-floral mix of raspberry, peony and jasmine is light and feminine without being too sweet. With that being said, it does breathe as more of a summer scent than fall.
The scent announces itself as an “amber fruity floral explosion” and, while it is most of those things, it’s less of an explosion and more of a burst (which is a good thing because I don’t recommend going on public transit with an explosive-smelling scent—people will be annoyed).
Actress, model and dancer Margaret Qualley (you may recognize her as Andi MacDowell’s daughter) fronts the fragrance as the Eva Green-looking beauty who just wants to break free from the monotonous life she’s been brought into.
While the visuals themselves are stunning (I mean, Margaret is gorgeous), it’s the TV spot that we’re the most into. Directed by Spike Jonze, the fragrance ad has a very Fatboy Slim “Weapon of Choice” vibe (which, incidentally, he also directed), minus one Christopher Walken. If awards were given out for facial expressions in fragrance commercials, Margaret Qualley deserves all of them.
The video did win a total of eight well-deserved awards from the Cannes Lions, including the Titanium Lion, which is awarded for game-changing campaigns that shake up existing norms. Bra-vo. 👏
Kenzo World retails for $87 (1.7oz) and $100 (2.5oz) and is available now online at sephora.com.shop this story