The catwalk models raise a glass to celebrate the end of Jean Paul Gaultier’s Spring Summer 2016 Haute Couture show |
Last week in Paris, Puig and Jean Paul Gaultier played host to a high-profile event to celebrate the re-launch of the Jean Paul Gaultier fragrance brand. Famous faces from the world of fashion, fragrance and music were guests at the two-day celebration.
On Wednesday 27 January guests were invited to the Jean Paul Gaultier headquarters for an exclusive preview of the designer’s Spring Summer 2016 Haute Couture collection. VIP guests included Black Eyed Peas singer Fergie, Christian Louboutin, former model and Jean Paul Gaultier Couture Director Farida Khelfa and stylist Catherine Baba.
It’s couture baby: the 80s themed fashion show featured sequined pill box hats and silken robes |
Gaultier joins the models on stage at the end of the fashion show |
During the show, which was a celebration of famous Parisian nightclub Le Palace, models strutted their stuff on the catwalk to music from the 80s era, including David Bowie’s ‘Fashion’ – one of Gaultier’s favourite songs. The Haute Couture collection featured pieces such as silken robes and pyjama suits, sequined pill box hats, strong shouldered tuxedos and jumpsuits.
On Wednesday evening Gaultier hosted a ‘Dinner Spectaculaire’ at the famous Parisian restaurant Le Grand Colbert. An acrobatic bar-top act by a woman adorned in gold body paint was followed by a singing performance by Beth Ditto, lead singer of American band The Gossip. The night was rounded off by an 80s and 90s themed DJ set by Kiddy Smile, with Gaultier himself taking centre-stage on the dancefloor at one point.
Jean Paul Gaultier (front centre) lets his hair down at Le Grand Colbert restaurant with some of the JPG models, including Daphne Groeneveld (left) |
The Gossip’s Beth Ditto gets the party started |
The evening’s entertainment was full of surprises, glitz and glamour |
Thursday saw the attention turn to Jean Paul Gaultier’s fragrance business, which Puig now has the licence for since the termination of the licence held by Beauté Prestige International (BPI). Guests returned to Gaultier HQ for a ‘hangover brunch’ during which a working Jean Paul Gaultier factory scene was set up to reveal the brand new promotional video and campaign for Gaultier’s two most iconic scents, Le Mâle and Classique.
A modern twist on Le Mâle and Classique’s original ad campaign, the new promotional video features the same ‘Casta Diva’ opera song combined with snippets of contemporary pop music. The video, directed by Miles Aldridge & Dvein, depicts a ‘working’ Jean Paul Gaultier factory scene in which Le Mâle and Classique fragrances are being made before travelling down a conveyor belt. The advert ends with blonde model Daphne Groeneveld cheekily slapping male model Chris Bunn’s bottom.
The new-look Classique and Le Mâle marketing visuals feature models Daphne Groeneveld (left) and Chris Bunn |
Jean Paul Gaultier Fragrances Marketing Director Thomas James said that the brand’s aim is to convey a “positive, feel-good” message |
Explaining the idea behind the new campaign, Jean Paul Gaultier Fragrances Marketing Director Thomas James said: “We wanted to tell people a new story on the historical fragrances of Jean Paul Gaultier Le Mâle and Classique. They are two great scents that have revolutionised the history of fragrances. For the first time ever people are going to discover the message and the secrets of the production of Classique and Le Mâle in the fragrance factory. This is an exclusive opportunity to see the place where the two fragrances are crafted.
“Is the film boring? Not at all,” concluded James. “At least we hope not, because since it’s a JPG factory – you never know what can happen. It was very fun making the video and working on this project. We believe that by having fun we will be able to deliver a positive and joyful message of Jean Paul Gaultier. It is that feel-good message that we want to convey.”
A modern twist on a classic: click to view ‘the making of’ the new promotional video for Le Mâle and Classique |
Commenting on the Gaultier fragrance business being brought in-house, Puig Chairman and CEO Marc Puig said: “We feel that the spectacular approach and creativity that Jean Paul has brought over the years will be re-energised in a way that will make people excited with the brand again in a way that we have not seen for a while.
“He [Jean Paul] is good at enjoying life and he’s good at making things that are spectacular. He can take things that other people find standard and shake that standard frame of mind. And we’ll put all this together”¦ with this brand. You’ll see it in a number of the propositions that we’re going to have over the next few years.
“We always have a close involvement with the fashion houses, in this case with Jean Paul Gaultier himself, to ensure that we remain loyal to his personality and his name.”
Click here for Martin Moodie’s exclusive interview with Puig Chairman & CEO Marc Puig on the integration of Gaultier fragrances.
The Jean Paul Gaultier headquarters was transformed into a factory scene for the hangover brunch |
Jean Paul Gaultier wears his signature sailor stripes |
