Hip-hop songwriter Pharrell Williams recently teamed up with boisterously hip clothing brand COMME des GARÇONS and outlandish artist KAWS to market and design his latest celeb fragrance entitled, 'GIRLS.'
'GIRLS' is an openly unisex perfume -- as most COMME des GARÇONS scents tend to be -- that focuses around Williams' adoration of women. This rustic fragrance features notes of violet, patchouli, cedar, iris and styrax that smell refreshing and earthy on both male and female bodies. Williams's close friend and artist KAWS designed the 'GIRLS' perfume bottle with technicolor graffiti-inspired doodles. The white perfume cap was inspired by KAWS' quirky caricatures with signature 'X's as eyes. The 'GIRLS' perfume can be ordered directly from the COMME des GARÇONS website.
Key Themes Behind This Trend
- Androgynous Perfumes
- Expanding the market for unisex fragrances that can be enjoyed by both men and women.
- Collaborative Branding
- Celebrity collaborations with clothing brands and artists to create unique perfume products.
- Artistic Perfume Design
- Using the expertise of artists to create visually appealing and unique perfume bottle designs.
Where This Applies
- Fragrance Industry
- Opportunity for fragrance companies to develop more androgynous perfume options to cater to a wider target audience.
- Fashion Industry
- Collaborations between celebrities, clothing brands, and artists present opportunities for innovative and creative perfume marketing strategies.
- Art and Design Industry
- Artists' involvement in creating perfume bottle designs offers a disruptive opportunity to combine art and fragrance in unique ways.
