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.
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