In a promotion for their new fragrance, Kenzo tapped Margaret Qualley to take a veiled jab at the typical perfume commercials of yore.
The Spike Jonze–directed short for Kenzo World, the brand’s newly imagined scent, shows Qualley leaving a fancy dinner fete and entering into a world of her own.
The Leftovers actress, 21, looks like the belle of the ball in an emerald green evening gown with a crossover bust and asymmetrical hem. But instead of partaking in ballroom dancing, Qualley proceeds to launch into a spirited dance routine choreographed by Ryan Heffington, who’s responsible for the moves in Sia’s “Chandelier” music video.
TV viewers and beauty lovers know that perfume campaigns have the reputation for being sexy and over the top. But Qualley knocked that notion out of the park. In the commercial, she even fake punches an unsuspecting fellow partier for talking on his cell phone … shortly before zapping bolts of lightning from her fingertips. She also breaks out a few pirouettes and leaps onstage in an empty auditorium, graceful enough to rival any prima ballerina.
“Today we are introducing KENZO World, the first fragrance imagined by Carol Lim and Humberto Leon in collaboration with perfumer @franciskurkdjian and inspired by the iconic KENZO eye,” the brand announced in a Monday, August 29, Instagram. “In the spirit of this irreverent and lively fragrance, Academy Award winner Spike Jonze directed an electric film in which actress and dancer @margaretqualley performs an unforgettable choreography imagined by @sirheffington on an exclusive track by @samspiegeluniverse & @apedrums ft Assassin aka @agentsasco.”
Watch the video above to see Qualley in action in the spirited and unusual commercial.
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