The exciting thing about writing on fashion or beauty is that often you get your hands on new products that still have to come out on the market. I recently had the chance of writing a short piece about Jean Paul Gaultier's new perfume, Ma Dame, for the Summer Issue of Zoot Magazine so I had the privilege of actually trying it already. 
As you might imagine, creating an iconic perfume can be a daunting task since the uniqueness of a fragrance is probably the most important aspect of it, though its packaging, presentation and launch should also be memorable. Understanding how fashion is a 360-degree experience into style, Paul Poiret and Elsa Schiaparelli were among the first designers who complemented their fashion collections with stylish perfumes characterised by witty bottles of distinctions that became throughout the decades collectible items.
Jean Paul Gaultier always regarded fragrance as the “first garment we wear”, a weapon to enhance the power of seduction and express the wearer’s personality, that is why his audacious, and sensual scents for both men and women - Classique, Fragile, Fleur du Male, Le Male, Monsieur Eau du Matin and Gaultier² - were always carefully packaged. 
Yet, apart from his seasonal play with colourful bottles and variations of his previous fragrances, the last perfume dedicated to his female audience, Fragile, came out in 1999.
After a 9-year break, the French designer is ready again to pay homage to the lively, audacious and sensual “Gaultier woman” with Ma Dame (My Lady). 
Accompanied by an advertising campaign shot by photographer Jean-Baptiste Mondino that features one of Gaultier’s favourite models, Agyness Deyn, Ma Dame is a blend of strong and soft tones and a kaleidoscope of sensations thanks to its fresh nuances of rose, grenadine, musk and cedar. The fragrance was developed by perfumer Francis Kurkdjian, from leading Japanese perfume house Takasago.
With its transparent bottle - a block of solid glass in which the curvaceous forms of Classique are engraved - Ma Dame is an ode to the modern woman, dynamic, confident, powerful, irreverent, ironic and always ready to cross the borders between masculinity and femininity, in a nutshell, a muse perfectly in line with Gaultier’s androgynous sensibility.
The Ma Dame ad also features as soundtrack a cover of Indochine’s “3ème Sexe” courtesy of the French queen of electro Miss Kittin. Jean Paul Gaultier’s Ma Dame will be available worldwide from September in 30, 50 and 100 ml and will be accompanied by a line of body care products.
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