Given its Greta Garbo-like founding designer, Maison Martin Margiela’s first perfume, to be unveiled in Paris in October, is a subject of great curiosity and mystery, sure to prompt L’Oréal to take some new steps — clad in Margiela’s signature cleft-toed boots, perhaps? — in designer fragrance marketing.
“We are trying to do a real Margiela project,” says Giovanni Pungetti, Margiela’s chief executive officer, dressed in a rough-hewn leather jacket, faded jeans and white, vintage-looking sneakers that are among the Belgian designer’s signatures. For example, while there will surely be advertising — a first foray for the 20-year-old brand, Pungetti assures, “We won’t have a billboard in Times Square or Piccadilly Circus.”
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"