Decadence By Marc Jacobs | The Narrative

Tuesdays seminar kickstarted this semesters fragrance module and to begin with we were given half an hour to gather together some examples of storytelling and narrative within both fragrance packaging and fragrance ads. This didn't necessarily have to be for a perfume it could be a for a candle, body creme etc however I did choose to focus on a perfume, a favourite of mine Decadence by Marc Jacobs. I was given this fragrance as a present from my Mum last Christmas and I won't lie It was already on my Christmas list before I had even smelt it, so hats off to you Marc Jacobs for creating yet another truly irresistible bottle. Theres no denying that Jacobs produces some of the best fragrance bottles out there and I would personally have to crown Decadence the perfume bottle of 2015.

Adriana Lima | Decadence by Marc Jacobs

On paper the lavish handbag shaped bottle and oversized silky tassel would all seem a little too sweet and sickly however, it does actually work. I feel that the colour palette plays a massive part of the success of this bottle, the deep green, gold and black connote glamour, sensuality, luxury and also a feeling of mystique. If alternatively the bottle was of a baby pink colour palette it wouldn't have this same glamorous yet sexy feel to it, instead it would just seem overly cutesy and barbie-fied. The gold chain and snakeskin both hold similar connotations of fierceness and strength allowing the cuteness of the mini handbag to be overridden by sex appeal, seduction and sensuality. The velour green outer packaging the bottle originally comes in, was for me personally a really nice touch. Velour as a material is associated with being regal, luxurious and glamorous therefore the use of this box adds to the lavish persona of this perfume as a whole.

It is always important that the fragrance bottle is a true reflection of the liquid inside and I feel that Marc Jacobs has definitely achieved this with Decadence. 'The fragrance opens with sultry top notes of Italian plum, iris flower and saffron. The heart opens with luxurious notes of Bulgarian rose, jasmine, and orris. The indulgent dry down reveals the base notes of vetiver, papyrus woods, and liquid amber.' (Marc Jacobs website). If you can start to imagine the scent of Decadence with these ingredients in mind I'm sure you'll agree that this perfume is nothing short of lavish, glamorous and sensual, which I feel is exactly what is read from the bottle.

The commercial for Decadence creates the same vibe as the bottle which is really important. I think that the casting of Adrina Lima is faultless. Being a Victorias Secret angel, Lima is thought of as a glamorous and sexy figure which makes her the perfect candidate for the face of Decadence as this is a fragrance all about sensuality, luxury and glamour. The models striking looks and dark features couldn't be more suited to this perfume, her unkempt hairstyle and dark eye within this commercial give her a sultry look of mystique. Although Lima is frolicking around on the floor clutching the bottle of fragrance as though it's some sort of love interest, which quite frankly we see far too much of within the fragrance world of advertising, there's something unique and innovative about it. Instead of the usual setting of a field of flowers or bedsheets, the ad is located in a slightly dishevelled, inky dark room which again is reflective of the fragrance itself. I really like how Jacobs has steered away from the light and airy, blue skied fragrance commercials we are so used to seeing and has innovated to create something fresh and therefore captivating.

I would highly recommend this perfume not just because it looks gorgeously satisfying sat on your dressing table, but I promise it does also smell divine!

Love, Isabella x

Photo Credits: Google Images

Video Credits: YouTube 

Calvin Klein - Ad Campaign Spring '16

It would seem that yesterday was a big day for it girl, Kendall Jenner, not only did the young model appear within Chanels haute couture Spring '16 show, the Calvin Klein Spring 16' campaign she features in was unveiled! Just as you think that Calvin Klein couldn't possibly release yet another celeb festered ad campaign they do it again, and somehow it just works, as always.

I must say regarding Calvin Klein's ad campaigns, the brand is admirable. It makes sense doesn't it, why hire models when you can hire a whole bunch of followed celebes who will splash the images, videos and specified hashtag ALL over social media? The below images featuring Kendall Jenner and Justin Bieber were posted onto Instagram by the stars themselves, where they currently have a joint following equating to an immense 102.8K. Although it was Jenner and Bieber who teased us by releasing the first images of the campaign, shot by photographer and filmmaker Tyrone Lebon, they are not the only famous faces to star within it. Rapper Fetty Wap 'makes money' in his Calvins, actress Abbey lee Kershaw hypnotizes in her Calvins and artist FKA twigs 'breathes' in her Calvins. 

The idea behind the campaign and the hashtag '#mycalvins' is that social media users are urged to share photos of themselves wearing Calvin Klein apparel and fill in the blank with what they do whilst wearing their Calvins which intelligently, I may add creates a platform of free advertisement for the company. 'Millennials reject labels when it comes to their own identities, and they want products that are personalized and individual...We have to recognize that people don't want traditional one-sided advertising anymore. Instead they want to participate in campaigns that capture their imagination. With this campaign, we feel we have created something that truly illustrates the future of the brand, and captures the current youth culture zeitgeist. Judging by this statement made by the CMO of Calvin Klein, Melissa Goldie this campaign is clearly aimed at the millennials and I feel that the it has been perfectly crafted with this in mind. Within a press release Melissa Goldie also said 'This campaign is representative of how culture is evolving as we speak,' she continued 'We're bringing together a diverse mix of provocateurs with a unique collective of visual artists to create content that sparks and drives cultural conversation.' 

I really love this ad campaign and would even go as far as saying for me, it has topped all previous Calvin Klein campaigns. I not only love the styling, photography, minimalism and the interactive aspect of it but also the ideas and thoughts behind the campaign as a whole.

Love, Isabella x

Photo Credits: Instagram, Observer.com