Ma Dame By Jean Paul Gaultier With Agyness Deyn

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99’s Fragile perfume for women has now a younger sister (or a daughter). Ma Dame (actually means My Lady) is a fragrance for young androgyny women.

It’s a light, floral fresh rose-grenadine -musk-cedar-smell-like perfume with a clear enough agenda since the ad splash features Agyness Deyn and Gaultier himself (photographed by Jean-Baptiste Mondino. I also added the clip so you’d see what kind of campaign we’re talking about).

(You can find the 50ml for $95). Naturally, the campaign will attract the young, restless, undecided, unsure, uneasy women who could find an easy and shallow identification in Agyness. Just because she’s everywhere so she’s easy to imitate (pathologically wrong, but fashion doesn’t care about that, right?).

Am I the only one who has the feeling JP Gaultier is going Coty on us?

(cosmeticnews via nymag)