Issey Miyake Introduces New Fragrance - L’EAU MAJEURE D’ISSEY DESIGNED BY WATER
Strength and purity.
Tumult and serenity.
The masculine and the feminine.
A richly symbolic element, water is the source of inspiration for Issey Miyake’s iconic fragrances. As he reinvents them, he returns to this original principle. In 2016, L’Eau d’Issey Pure offered a contemporary interpretation of L’Eau d’Issey (1992): the feminine dimension of water, in its most limpid form. Just a drop. The promise of life, of nature in the making Today, L’Eau d’Issey pour Homme finds a new expression with L’Eau Majeure d’Issey.
The strength of water, the tumult of waves
The new fragrance takes its inspiration from water as a masculine symbol of strength and movement. Water, in a major key. Primordial. Essential. Elemental. Water as the principle of creation. Fashioning matter by its perpetual motion. Polishing a piece of wood, stone or glass to perfection. L’Eau Majeure d’Issey draws its power from this limitless energy, contained by a flawlessly mastered gesture. And it brings the focus back to the foundation of Issey Miyake’s creative process: design, in its purest form.
A bottle polished to perfection
After revisiting the iconic lines of L’Eau d’Issey with L’Eau d’Issey Pure, the designer Todd Bracher offers a contemporary interpretation of the architectural silhouette of L’Eau d’Issey pour Homme with L’Eau Majeure d’Issey. Sculpted by tumultuous waters, the shape of the bottle is as polished as sea glass. Its translucence emphasizes its powerful lines. The subtle blue-grey hue of the lacquered base, reflected by the fragrance, highlights its smooth volumes. The name of L’Eau d’Issey Majeure forms a bold logo block. This imposing and graphic signature reasserts the key role of typography in Issey Miyake’s aesthetics. The brushed metal cap recalls both the texture of moving water and the cap of L’Eau d’Issey Pure. The synergy between the masculine and the feminine has been a vital part of the Eaux’s DNA from the outset: seen in profile, the bottle of L’Eau d’Issey pour Homme contains the shape of L’Eau d’Issey’s. In the same way, L’Eau d’Issey Pure is embraced by L’Eau Majeure d’Issey. An inspired gesture, reflecting the dual symbolism of water.
A scent of salty wood
Just as the bottle of L’Eau d’Issey Majeure recalls sea glass shaped by tumultuous waters, its scent is an evocation of driftwood, sculpted to perfection by the sea. The original fragrance of 1994 was inspired by torrents and waterfalls. To reinvent it, Aurélien Guichard and Fabrice Pellegrin draw their inspiration from the power of the ocean with a striking, soaring accord of salt and wood. Like sunlight caught on the crest of a wave, radiant bergamot and grapefruit add sparkle to bracing aromatic notes. An onshore wind blows sea-spray on an innovative wood note, suffused with salt and minerals. Connecting the scent with L’Eau d’Issey Pure, an overdose of Cashmeran evokes the smooth, sensual grain of driftwood smoothed by the sea. Vibrant ambery woods magnify the potent trail of this New Wave aquatic scent for men.
A campaign focused on design
Asserting the primacy of design in Issey Miyake’s creative process, the advertising campaign of L’Eau Majeure d’Issey is focused on a powerfully evocative object: the bottle. Imagined by the artist Yugo Nakamura, a master of interactive design and a close collaborator of Issey Miyake’s teams, the film shows turbulent water yielding mysterious shapes. An angle. A wave. A letter. A logo. Of the clash between water, steel and glass, the pebble-smooth bottle is born.
Designed by water.