FlowerByKenzo is an iconic fragrance that has endured over the years and hold court alongside modern classics such as Jean-Paul Gaultier Classique, Dolce & Gabbana Light Blue or Thierry Mugler Angel.
Releasing a new ‘interpretation’ of a classic fragrance can be an arduous task and this summer, the brand has launched Kenzo FlowerTAG. At first glance, I thought it might just be a slightly lighter fragrance with cool new packaging, but in fact, its very individual and almost a completely different scent.
Kenzo FlowerTAG is inspired by the personal expression of tagging, with the idea of the signature Kenzo poppy emerging spontaneously on the urban landscape, like graffiti – transient and full of creative energy.
The fragrance first hits you with a youthful rush of tart fruitiness with notes of Rhubarb, Blackcurrant and Mandarin. This is swiftly followed by a fresh, intoxicating floral blend of Peony, Lily of the Valley and Jasmine.
The fragrance stays sparkling and bursting with florals, but it is gradually warmed by Tea Note, Vanilla and Musk.
Kenzo FlowerTAG is an effervescent, sexy, vibrant scent that is all about youth, rebellion and passion. It’s unconventional and a real departure from Kenzo Flower, which reflects the quirky side of intelligent – in fashion terms, much like Prada or Marni.
I was also drawn to FlowerByKenzo but for very different reasons. It’s a clean, powdery fragrance that reminds me of fresh linen, parma violets and elegant lilies, but with a slight edge of fresh greenery. It shares some of the same notes as its younger sister, but its unique aroma comes from Parma Violet, Hawthorn, Cassis, Bulgarian Rose and Opoponax.
With FlowerByKenzo there is a touch of androgyny, but Kenzo FlowerTAG is a very feminine fragrance and is definitely aimed at a younger wearer. The fiery red bottle echoes the shape of the original long, leaning bottle but features white graffiti with the words ‘flower flower flower’ inscribed.
Kenzo FlowerTAG artistic director Patrick Guedj said that the product conception was based on “the idea of reclaiming this spirit of love and generosity in the graffiti. The challenge was to give tags a feminine touch, a really poetic vibe.”
This made me think of French graff-artist André’s Love Graffiti (he is commissioned to graffiti lovers’ names on a secret location in Paris) and how beautiful graffiti can be when there is meaning.
In a way, Kenzo’s influence is tagged all over the streets of Paris (ever since Kenzo Takada settled there in the ’60s), so Kenzo FlowerTAG is a very appropriate homage to the legacy of the maison while looking to the future.
Kenzo FlowerTAG launches September 2011 at The Perfume Shop and nationwide and is available from £31 for 30ml to £63 for 100ml (all Eau de Toilette).
Personalised the ad film and tag your messages on www.kenzo-flowertag.com