Maison Margiela, “untitled”, 2010

Paris fashion week begins tomorrow and though there are many iconic French fashion houses to reminisce about, we can’t help but pick something a little less ordinary. “untitled”, Maison Margiela’s first fragrance, a fresh, green, unisex scent, comes housed in the recognizable apothecary-inspired bottle that we’ve come to expect of Margiela. The accompanying commercial, is a pastiche of video clips, devoid of the sexuality that many fragrance commercials employ, and instead focuses on texture and experience (by using clips from past shows, behind-the-scenes moments and natural and urban settings) to communicate the ethos of the brand—deconstruction and the avant-garde.