Famed couturier Jean Paul Gaultier and his beauty license holder, Beauté Prestige International, are preparing for the release of Gaultier’s newest scent – Ma Dame. The much buzzed about print and TV campaign surrounding the fragrance stars model du jour Agyness Deyn.
In the commercial, set against a French song, Deyn struts to the front in black-and-white wearing a suit, a tie, and long blonde wig. Using a pair of scissors she chops off her hair, cuts off the legs of her pants, and slashes the sleeves of her shirt. The commercial finishes with Deyn kissing the cheek of the Parisian Gaultier.
For his part, Gaultier explains how he arrived at Ma Dame, telling WWD, “I started with the mother, Classique, then Le Male, the father. After that I did the Fleur du Male men, that was fresher and for a younger man. And now I have the daughter. She’s more electric, dynamic and energetic. Classique was more sensual; it was more gustative.”
Vice president of Parfums Jean Paul Gaultier Sylvie Polette-Danet said that the fragrance was inspired by women on the street between the ages of 18 and 30, who have a new way of expressing their femininity which Gaultier calls la garçonne. The gender-bending term comes across loud and clear through the androgynous Deyn and the provocative commercial.