Relying on the powerful association between memory and smell, Maison Martin Margiela present the latest from its line of ‘Replica’ fragrances. Having released three last year, all designed for women, spray on versions of a Beach Walk, Flower Market and Funfair evening came with labels offering ‘Provenance & Period’ (Santa Monica 1994, Paris 2011…) as well as fragrance and style descriptions. While this seems like an obvious fit for the unisex perfume market, these scent memories were assigned specific sexes. Here we take a look at the first marketed towards men – ‘Jazz Club.’ Yeah, JAZZ. So, if you’re looking to relive those heady, saxophone, easy slacks sort of nights, MMM suggest Rum cocktail and cigar notes and point to Brooklyn 2013 as the scene. Good times.
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