The Unshakable No.1! Why People Line Up for Maison Margiela's 'Lazy Sunday Morning' Fragrance

In February 2022, the 'Maison Margiela 'Replica' Fragrance Store' opened on Cat Street in Harajuku. At the Maison Margiela flagship store, you can experience the profound world of fragrances through consultations, besides having access to the complete line-up of 'Replica' fragrances.

Even more than two years after its opening, lines still form before the store opening time, with over half of those in line aiming for a particular perfume.

"It's 'Lazy Sunday Morning'. This perfume, which has won various best cosmetic awards annually since its debut in 2013, accounts for over half of the fragrance line's global sales," says Marina Mito, the Senior Communication Specialist at Maison Margiela Fragrances.

Fragrance Brand Inspired by the Popular Capsule Collection

Before delving deeper into the allure of this fragrance, let's recap the 'Replica' fragrance.

"The 'Replica' fragrance, created by Maison Margiela in 2012, is inspired by the 'Replica' collection that started in 1994. This collection aims to replicate vintage clothing and accessories found around the world.