Maison Margiela Fragrance Lost Eden

Turning forbidden fruit into a sensorial new world for Maison Margiela’s REPLICA Fantasies.

Art Direction Motion & 3D Verbal Identity

Lost Eden, the latest launch in Maison Margiela’s REPLICA Fantasies collection, explores the irresistible pull of temptation: a smoky, sweet fragrance inspired by biting the forbidden fruit. Rather than retelling the familiar story of Eden as a fall from grace, we found a more provocative tension within it — the moment restraint gives way to desire. Temptation not as consequence, but as sensory thrill.

Maison Margiela Fragrance

The Insight

Lost Eden, the latest launch in Maison Margiela’s REPLICA Fantasies collection, explores the irresistible pull of temptation: a smoky, sweet fragrance inspired by biting the forbidden fruit.

Rather than retelling the familiar story of Eden as a fall from grace, we found a more provocative tension within it — the moment restraint gives way to desire. Temptation not as consequence, but as sensory thrill.

The Idea

We created a surreal, seductive world where temptation could be felt almost physically.

Working with photographer and director Jon Emmony, we transformed Lost Eden’s fantastical ingredients into objects of desire through heightened still life, film and set design. Familiar references to fruit, nature and the garden become stranger and more sensorial — beautiful, tactile and just out of reach — capturing the push and pull between pleasure and restraint at the heart of the fragrance.

The Impact

The campaign gave Lost Eden a distinctive visual language within the REPLICA Fantasies universe, translating an imagined scent into something you could almost see, touch and taste.

Sensual, immersive and slightly rebellious, it extended Maison Margiela’s codes of deconstruction and provocation into fragrance — creating a world that invites you not simply to witness temptation, but to give in to it.

Expertise

Beauty

Services

Communications, Production, Strategy

Art Direction Campaign Motion & 3D Social Verbal Identity