Kenzo goes tribal for Kenzo World

A gala ceremony, an emerald green dress and an ancestral dance. These are the ingredients of Kenzo’s latest video released on the occasion of the launch of the new fragrance of the brand: Kenzo World.

The short film, directed by Spike Jonze, stars the American actress and model Margaret Qualley (The Leftovers) that you could easily mistake for a professional acrobat here. After running away from an official and boring ceremony, the girl goes wild in a tribal dance – orchestrated by Ryan Heffington, Sia and FKA Twigs choreographer – until she reaches the exit of the building, where she will literally plunge herself into the fragrance.

A campaign that has little to do with the industry's aesthetic tradition: “When we think about perfume campaigns, we think about a pretty girl with a bottle. It’s very multi-faceted and different, it takes the spectator by surprise” explained creative directors Humberto Leon and Carol Lim. Mission accomplished.