Jean Paul Gaultier celebrated his spring 2016 couture collection Wednesday night at Le Grand Colbert in Paris with longstanding close friends including Farida Khelfa, Victoria Abril, Beth Dito and Blanca Li, who at one point began chanting in unison “Jean Paul, Jean Paul.”
Then the evening evolved into a dance fest, after each guest was given a cardboard mask (with an image of Gaultier’s face) to sport.
The party’s celebration evolved into the anniversary of the first year the Gaultier fragrance label was developed by Puig. And today, the house revealed to journalists the debut advertising campaign under its purview.
The film version, shot by Miles Aldridge with Dvein, broke yesterday worldwide with a 47-second spot.
The television ad is for both Jean Paul Gaultier’s fragrance blockbusters — Le Male for men and Classique for women. Its backdrop is a factory but, of course, with a twist à la Gaultier. While all of his iconography is evident — think women in corsets and men sporting striped shirts — the setting is industrial.
A sailor throws a lever (that’s his size) of the mechanism. Actual women roll out on conveyor belts, and robots handle the perfume bottles. The spot features models Daphne Groeneveld and Chris Bunn.
Gaultier said the factory theme goes back to his “high-tech” collection from the late Seventies and the spirit of the tin-can packaging he chose to hold his fragrances (taking the form of busts) from the start.
“It was like a body in conserve, that was the idea,” he said. “So [with the ad] it’s a little like coming back to the essence of the can, and the industrial way it’s done. It is at the same time humoristic and futuristic. The factory is like a paradox with couture — which is good.”