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August 1 2014

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Three’s A Charm For MMM

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In typical Maison Martin Margiela fashion, the house’s latest fragrance offerring, called Replica, comes with a rather ambiguous branding message, which describes its new perfume trio as a “reproduction of familiar scents and moments of varying locations and periods.” Selecting a vague time, place, or moment as the starting-off point for a flacon—let alone three of them—is kind of a tall order, which is no doubt why the brand tapped top nose Jacques Cavallier for the job, a Firmenich mainstay who created the fragrances with Marie Salamagne right before signing on as Louis Vuitton’s exclusive, in-house perfumer last January. Cavallier is not one for nostalgia; “I prefer rediscovering scents that have become a part of us all,” he says, which is presumably why each of these bottles contain not one name, but a date, a destination, and an aromatic description: Beach Walk, which is set in Calvi circa 1972, is a reminiscence over a spray of ocean, bergamot, and pink pepper on ylang-ylang, coconut milk, musk, and heliotrope caught in a sun-kissed, salty breeze; Funfair Evening recalls Santa Monica after dark in 1994, with music and neon lights and a carrousel of apple and caramel and marshmallow essences anchored by musk and amber (“sweeter notes need contrasts,” Cavallier explains); and Flower Market, an ode to “a bouquet of raw textures” in Paris of last year, is an homage to crushed leaves, water in buckets, and dominants of freesia, rose, jasmine, and tuberose that mingle with a touch of moss. The fragrances are rolling out exclusively to various European locations in the weeks ahead, but if your summer plans do not include a jaunt across the pond, they’re also being sold online at Colette and Selfridges starting this weekend—and both ship internationally. The Internet; what can’t it do?

Photo: Courtesy of Maison Martin Margiela

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