Margiela’s Replica Concept Goes Arty

To celebrate its three new scents, the house asked artists to take memory-based photographs.

REPLICA REDUX: Maison Martin Margiela has raised its Replica concept — a seasonal capsule collection based on duplicating garments and accessories cherry-picked from flea markets — into an artform. 


To help celebrate the recent launch of three new Replica scents done with fragrance licensee L’Oréal, the quirky house asked artists to share olfactive memories through photographs. The images were loosely inspired by the themes treated in the fragrance line — including the new ones: Lazy Sunday Morning, Florence 2003; Jazz Club, Brooklyn 2013, and Promenade in the Gardens, Oxfordshire 1986.


Dozens of the photos were displayed Wednesday night in Paris’ Galerie Philippe Jousse. They’re also part of a Tumblr project launching today at #smellslikememories.

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