This year, Marc Jacobs has brought out a new perfume for his fragrance collection which I was lucky enough to receive for Christmas, after having it on my list ever since it hit stores in October. However, this fragrance is far from similar to his previous perfumes; 'Daisy' 'Dot' or 'Lola' and instead, symbolises an exciting alternative to Jacob's perfumes for women and possibly the values of his brand identity. Each fragrance Jacobs has created in the past has had its own identity and connoted distinctive qualities of women. Daisy characterised a sweet, innocent personality whilst Lola offered a rather fruity fresh scent for a lively, outgoing customer. However this time, Jacobs has created a darker and more indulgent perfume for 2015 with a sophisticated yet seductive personality called 'Decadence' targeted at women who are confident, sexy and enjoy the sensuality of all things luxurious, and of course, decadent. Marc Jacobs even expressed himself that “A girl chooses to be decadent, she is not just decadent.” As for the model who plays the role of this specific women in his commercial advertisement, shot by Steven Meisel (a favourite photographer of mine), Jacobs has carefully chosen Adriana Lima to embody this desirable personality. Lima epitomizes this spirit and portrays the perfect vision of a woman who enjoys the finer and most pleasurable things in life and embraces herself while doing so. Her movements appear quite provocative in the sequenced commercial as Lima lies on the floor dressed in barely anything but black lace lingerie and a mini dress. However, Lima replaces this provocativeness with an essence of grace and poise to really sell the enjoyment that this perfume can bring.
As for the design of the bottle itself, Jacobs has created a silhouette that resembles the aesthetic of one of his iconic handbags to create a synergy between the two elements of his brand- his fragrances and his bag collection. Taking inspiration from the atmosphere of his past ready to wear collections, the bag shaped bottle is characterised with python detail, a chunky gold chain, a black tassel and a transparent emerald green container representing a theme of wickedness, bling and status to further this opulence of luxury. Even the curves of the bottle signify a representation of the figure of a feminine woman. The scent that was created in collaboration with Ann Gottlieb and developed by Annie Buzantian offers a woody aroma with hints of Italian plum, iris and saffron, Bulgarian rose, jasmine sambac and orris, liquid amber, vetiver and papyrus woods. Therefore, the scent offers a combination of delicious floral odours but intends to communicate a vision of a woman who has elegance and charm but has the confidence to be daring with her materialistic choices, her luring scent and her sexuality.
Link to the advertisement Campaign featuring Adriana Lima by Steven Meisel
https://www.youtube.com/watch?v=1a5MrzsnQIM
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