Mes Souvenirs is an ode to the past and beautiful memories that shaped Jacquemus. A ‘life fragrance’ will reflect the personal story of Jacquemus in all different olfactory elements. Since the olfactory sense is strongly linked to emotion and memories, the relation between the community and Jacquemus will strengthen. A smell experience will activate olfactory senses of the idealistic millennial and create the feeling that they are living like Jacquemus himself.

Concept, Art direction and Photography