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PARIS — For its new women’s fragrance, Maison Martin Margiela took a cue from its Replica fashion line, a seasonal capsule collection based on duplicating garments and accessories cherry-picked from flea markets. “We reproduce these pieces we love identically, in terms of look, in terms of fit, and — if we can — also in terms of fabrics,” explained a Maison Martin Margiela spokesman, adding each item is tagged with a cotton label describing its provenance. “It’s exactly what we have done for the fragrances, also.
“Here, the idea was to adapt this concept to the world of fragrances and to create some scents that [are] part of our collective memory. And they are linked to specific memories, specific souvenirs of images, moments, epoch, places — everything,” he continued.
The result is a trio of fragrances — Flower Market, Beach Walk and Funfair Evening — meant immediately to evoke a recollection. They were created with perfumers Jacques Cavallier and Marie Salamagne.
Notes in Flower Market include freesia, Grasse rose petals, jasmine sambac and tuberose. Beach Walk has notes of bergamot, lemon, pink pepper, ylang-ylang, coconut milk, musk and heliotrope, while Funfair Evening comprises notes of apple, star anise and a marshmallow accord involving caramel and orange blossom.
Each Replica fragrance comes in a classical, simple bottle like those found in apothecaries. Their outer packaging features a color photograph linked to the scent’s theme.
Every 100-ml. eau de toilette spray will retail for 75 euros, or $94.25, in France. Replica is to be sold in tight distribution of approximately 300 doors, about half that of Margiela’s first scent, Untitled, according to Jacques Giraco, international marketing director for Maison Martin Margiela Parfums at L’Oréal.
The new line will be introduced first at the end of June in Italy (exclusively in Douglas and Margiela boutiques) and at Margiela stores in Benelux. The rollout then is to include a July launch in the U.K. (in Selfridges and Margiela boutiques), Germany, Australia, Austria and Switzerland. The U.S. isn’t slated to get Replica for at least a year.
While Margiela executives would not discuss sales projections, industry sources estimate the Replica fragrances will generate first-year wholesale revenues of 4 million euros, or $5 million at current exchange.
More scents are expected be added to the Replica line.