Maison Margiela Fragrances x SPOA Studio: an immersive and poetic campaign.

To mark the launch of its new Replica Fantaisies collection, Maison Margiela Fragrances (L'Oréal Luxe) has collaborated with creative agency SPOA Studio on two immersive films dedicated to Celestial Whispers and Ideal One creations. A campaign that makes perfume a sensory and artistic experience.

While the premium perfume market is showing sustained momentum - with prestige sales up 12% in 2024 according to Circana - brands are redoubling their initiatives to capture attention.

This is the case of Maison Margiela Fragrances, which has chosen to work with the Parisian creative agency SPOA Studio, to produce their campaign honouring the brand's two latest novelties: Celestial Whispers and Ideal One. Here, there is no star muse or romantic narrative, the studio has chosen to highlight the creative process behind each creation.