Serge Lutens

Serge Lutens could hardly be described as a "perfumer-creator". A veritable artist who conceives each of his fragrances as a work of art in its own right, his universe is as rich as it is incredibly staged.
For each fragrance, Serge Lutens creates a poetic name and unique advertising. With him, there's no overexploited commonplace, no strobe lighting featuring skinny models replaying the same hackneyed scenes.
On the contrary, Lutens completely breaks away from the graphic world of perfumery, each time presenting video tableaux specific to each of his fragrances. Texts, music, photos and videos: while the bottles are uncluttered, each accompanying spot is rich in intensity and symbolism.
When it comes to scents, Lutens goes for the essential (in the strictest sense of the word), bottling "water", "cold water", "glass wool" and many others. And he goes so far as to asexualize his fragrances, allowing them to be worn by both men and women. A rare audacity in perfumery.
It's a different way of approaching perfume, a different way of wearing it, a different way of creating it. Lutens is a veritable UFO in perfumery, and a must-see if you want to reconnect with the fundamentals of an old, traditional art.