#ICYMI Day 10: Kenzo World

We’re a week into December, the holiday season, a time for reflection and excitement for the year ahead. To help you take stock, reminisce about the good times, and get excited for 2017, for the entire month of December your WGSN global editors are cutting through the noise to deliver you, our “WGSN #ICYMI” rundown.

It’s a rundown of the coolest moments of the year, the most innovative ad campaigns, plus super cool products that may have flown under your radar this busy year, and we’ll give you insight into the people (read: key influencers) from this year, and those predicted to be the stand out stars of 2017.



WGSN Staffer: Nicole McLennan, Client Specialist


I’ve always imagined the day when two of my favourite loves would collide, but who knew it would ignite such fire?!

This fun loving, theatrically film, come music video, come advertisement stars aspirational actress Margaret Qualley and is directed by renowned director Spike Jonze. Recently winning a Grand Prix at Epica Awards, the Kenzo World fragrance campaign has clocked up 4.4m views on You Tube since it was released during the S/S 17 shows in August.

The 3-minute electrifying piece allows you to be consumed, absorbed and in awe by letting go and letting your alter ego reign.



What sets Kenzo World apart from other fragrance campaigns? The perfectly juxta positioned soundtrack “Mutant Brain” with curated choreography! Music created by DJs Sam Spiegel and Ape Drums with voice over by well-known Jamaican artist Assassin (also known as Agent Sasco) provides strong basslines and repetitive vibrations coupled with an authentic native accent. However, the excitement doesn’t stop there. Qualley demonstrates a heartfelt constructed choreography justifying why this advert has been so unpredictably successful.

The Kenzo World campaign has been said to devise from earlier work conducted by Jonze in the 2001 Fatboy Slim- Weapon of Choice music video. Taking a fresh feel for 2016, this collaboration sets the bar for things to come. During 2016 Dancehall has been promoted amongst various music artists, from Drake to Rihanna to Major Lazer to Justin Beiber with them all wanting a slice of the tropical rhythms. Proving its commercial viability, going into 2017 it will be exciting to see how industries begin to collaborate creativity and captivate audiences.


Follow Nicole on Instagram here.

Look out for our full #ICYMI calendar coming up everyday on WGSN Insider, this month. Check out day NINE here, in praise of Anthony Bourdain’s quirks.

At WGSN our global employees are first when it comes to emerging trends, designers to watch, and the retail brands doing dynamic things. For more curated insight, join WGSN.

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