CAPTURING THE ESSENCE: BIENAIMÉ'S FIRST FRAGRANCE FOR MEN

BIENAIMÉ, THE HISTORIC FRENCH FRAGRANCE HOUSE FOUNDED IN 1935 BY ROBERT BIENAIMÉ, HAS UNVEILED ITS FIRST MEN'S FRAGRANCE, MONSIEUR, MARKING A SIGNIFICANT EXPANSION OF ITS OLFACTORY REPERTOIRE. THIS LAUNCH IS ACCOMPANIED BY A VISUALLY CAPTIVATING ILLUSTRATED CAMPAIGN BY LONDON-BASED ARTIST GERGEI ERDEI.​

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FOR MONSIEUR, ERDEI CREATED FOUR ORIGINAL ARTWORKS AS THE CENTERPIECE OF THE CAMPAIGN - EACH CAPTURING A DIFFERENT FACET OF THE FRAGRANCE’S MYSTERIOUS PARISIAN MALE MUSE.

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THESE ILLUSTRATIONS MARK A CREATIVE EVOLUTION FOR ERDEI HIMSELF. FOR THE MONSIEUR SERIES, HE EXPERIMENTED WITH PHOTOGRAPHY, SHADOW PLAY, AND COLLAGE TO ADD A SURREALIST DIMENSION TO HIS TRADITIONALLY HAND-DRAWN APPROACH. USING LAYERED SILHOUETTES, DREAMLIKE CONTRASTS, AND ATMOSPHERIC LIGHTING, HE BLURRED THE LINES BETWEEN REALISM AND FANTASY. THE RESULT IS A SET OF IMAGES THAT EVOKE TIMELESS SENSUALITY, AND QUIET SOPHISTICATION - THROUGH THE LENS OF A MALE ARCHETYPE WHO IS AS ENIGMATIC AS HE IS ELEGANT.