2024.05.09
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.
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Marina Mito
Maison Margiela Fragrances Communication Senior Specialist
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.
"The concept is to recreate memories beyond time and place. Scents inspired by scenes from various parts of the world evoke subconscious narratives, awakening dormant memories, moods, and emotions."
The bottle design also follows the 'Replica' style. Tags sewn onto 'Replica' garments indicate features like functionality, country of production, and year of manufacture. Similarly, the 'Replica' fragrances feature cloth labels detailing the title, theme location, era, and fragrance motif.
However, details like ingredients and perfumers are deliberately omitted. This underscores the philosophy that selection should be based purely on sensual experience.
Furthermore, in 'Replica' fragrance stores, each perfume on display includes a small photo that visualizes the memory associated with that scent, serving as a clue to finding the ideal fragrance.
Lazy Sunday Morning in Florence, the City of Flowers
The current lineup includes scents like 'Jazz Club,' inspired by a bar in Brooklyn, New York, and 'Autumn Vibes,' reminiscent of the soil and fallen leaves in a forest in Montreal, among 15 varieties. 'Lazy Sunday Morning' remains the most popular scent.
"The envisioned location is Florence, Italy, and the time is Sunday morning. Fresh morning light streams through the window, and freshly laundered linen sheets softly envelop the skin. It's a fresh, 'lazy' moment that makes one wish it could last forever."
By the way, 'Florence' refers to Firenze, an ancient city that has long been a center of culture and art in Italy. In Italian, this 'City of Flowers' is known as Firenze, but in English, it's referred to as 'Florence'.
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