REPLICA | REPRODUCTION OF FAMILIAR DREAMS

Echoing Maison Margiela’s ‘Artisanal’ Haute Couture world under the creative direction of Mr John Galliano, the ‘Replica’ Eau de Parfum collection was launched in 2016.
 
The ‘Replica’ series of Eau De Toilette fragrances is intrinsically linked with memories. The Eau de Parfum collection reaches above and beyond memory to peek into the unknown, ensnaring our penchant for fantasy, the spectacular construct of dreams and surreal possibilities.
 
Each fragrance is labelled ‘Gender Anonymous’, reinforcing Maison Margiela’s dedication to equality and its non-conformist approach to society gender norms. Gender is rendered invisible and unimportant, evoking a new curiosity for the wearer to discover and experience each scent with no limits or pretences.
 
The ‘Replica’ Eau de Parfum collection retains the same packaging design and bottle structure as ‘Replica’ Eau de Toilette, with a cosmic evolution that reflects the world of fantasies and dreams. As such, the external carton is reproduced in black, signifying nightfall, the precursor to dreams and the awakening of the subconscious. Inside, the spray-cap apothecary bottle echoes this metaphor with an inky black cord ombré gradient effect sprayed down the glass.
 
Hints of antique technology scintillate within the transformed packaging. The signature ‘Replica’ laboratory-style label glints in silver-tone metallic – perpetuating the House’s new code of silverfoil that has appeared across both garments and accessories in Maison Margiela ‘Artisanal’ and Ready-to-Wear collections designed by Mr John Galliano, who describes the ‘Replica’ Eau de Parfum as “Hi-fi, lo-fi, with a sci-fi finish”.