Designer Jean Paul Gaultier has teamed up with English model Agyness Deyn to launch his first new fragrance in 15 years, called Ma Dame.
Ma Dame is a fresh new fragrance, created for “the daughter”, and one that, according to Jean Paul Gaultier, is “more electric, dynamic and energetic”.
Shot in black and white, the ad portays a besuited, long-haired Agyness, 25, attacking her clothes and her locks with a pair of scissors. Then, the “true” face of the fragrance is revealed, wearing funky shorts and sporting her famous choppy blonde-do.
“She was ballerina and biker, so feminine and masculine,” said Gaultier. “It was a mix of my sensibility, and I knew she was completely the one to represent it.
“It’s my type of woman—at the same time fragile and strong, like a tomboy that is a little androgynous in attitude so, you know, she can cut her hair if she wants.”
Born Laura Hollins, Deyn was hailed as “the fashion industry’s next great supermodel” and has been called an “ambassador of British youth culture” and has been the face of Burberry and Giorgio Armani campaigns.
According to WWD, the scent is set to inject some vigour into the Gaultier women’s fragrance portfolio, with predictions from the industry pointing to sales of $77 million at global retail sales.
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