Black Opium


This short film for YSL’s latest fragrance, Black Opium, has been showing on our TV screens for a while now, but I’ve just stumbled across it on You Tube.

Perfume campaigns, especially at this time of the year, can be puzzling at best, but the narrative here is simple and I love the way it’s been styled.   Doesn’t Edie Campbell look great with black hair!

The mood of the film is very much in tune with the direction Hedi Slimane is taking the YSL brand (Black Opium is also described as a ‘glam rock fragrance’ on the YSL Beauty website), so I was somewhat surprised when the company issued this Press Release just after the campaign was launched…

Screen Shot 2014-12-13 at 16.04.03

In a world where companies strive to communicate a consistent ‘brand message’ across their entire product range, this move to definitively distance Hedi Slimane from the fragrance campaign does seem rather strange…

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