BLOOD TIES: Look who’s crashing the couture party in Paris: Nicola Formichetti. Diesel’s new artistic director is one of three main protagonists who is slated to unveil a racy art project involving photo shoots, performance art, original music, an exhibition and even a perfume — all around the twin themes of sex and the subconscious.

The end result is the second issue of “Zero Zero,” a $350 art book published annually by V Group. Couture week runs July 1 to 4.

This story first appeared in the May 20, 2013 issue of WWD. Subscribe Today.

Formichetti collaborated with photographer Miles Aldridge and conceptual artist-cum-fashion designer Kaimin for the multimedia project, whose most unusual component might well be the fragrance, which comes in a test-tube-like bottle, resembles blood and gets absorbed invisibly into the skin. Gavin Russom of LCD Soundsystem fame created two original tracks as a soundscape for the book package.