The campaign revealing perfume's power as a statement of style.
Essence in Transformation
In 2021, we led the direction and production celebrating Alexandre Herchcovitch’s 30-year career. This initiative transcended a mere retrospective, framing itself as a rite of passage, a re-edition, and a reaffirmation of a consistently provocative aesthetic identity. The outcome was the immortalization of the designer’s legacy on the digital covers of Vogue Brazil and GQ Brazil, securing widespread visibility and recognition.
Alexandre Herchcovitch is renowned for his ability to transcend fashion boundaries, imprinting his restless and provocative vision across various realms, from design to decor. This expertise in bridging distinct artistic expressions found new territory in perfumery with the launch of the Alexandre Herchcovitch by Mahogany line.
This collection, comprising four products that harmonize luxury and daring, translated into fragrances and body care the same spirit that elevated his fashion creations into icons of style and attitude. More than a collaboration, the initiative solidified into a sensory invitation, where every detail reflects Herchcovitch’s originality, elevating the perfuming ritual into an artistic gesture and personal expression – timeless and striking.
Our greatest challenge in this project was to visually manifest an idea that, until then, resided exclusively within the designer’s imagination. The production centered on a film built upon a magical premise: a model, initially in a neutral setting, is enveloped by sprays of perfume, which trigger the transformation of her attire. At its climax, she reveals herself in a dress created by Alexandre himself, symbolizing the fragrance’s power to unveil her true essence.
The result is a cohesive visual narrative where fashion and beauty merge into an immersive experience. The campaign reveals a universe in which each perfume application is an act of style, and every element of the production celebrates individuality and Alexandre Herchcovitch’s unmistakable vision.
