Parfums Issey Miyake

Issey Miyake, the symbol of Japanese excellence

Issey Miyake is among the pioneers of Japanese fashion to have made its mark in Europe. Since then, he has made a name for himself with avant-garde designs that never forget to be elegant. He is a métisseur, a revolutionary, always on the lookout for the indispensable and the creative. Thanks to this marked creativity, Issey Miyake has been able to experiment in other fields in addition to couture. In 1999, the brand launched its perfumery business, where it quickly made a name for itself. Today, the brand's fragrances are considered timeless, and with their light, elegant scents, they are an essential part of the olfactory universe.

Issey Miyake, a story steeped in creativity

Issey Miyake wasn't destined for a career as a fashion designer, however, but as a designer. That's why, in 1959, he began studying art at Tokyo's Tama Art University. However, during his university years, he quickly became aware of his penchant for fabric and innovative materials. In 1963, he launched his first collection, Poem Of Cloth and Stone. This achievement led him to attend haute couture school in Paris, where he took his first steps with Guy Laroche and Givenchy. Issey Miyake then moved into ready-to-wear with Geoffrey Bene, and presented his first collections in the United States. He returned to France in 1973, where he planned to organize a fashion show. His first boutique opened in 1974, marking the start of a meteoric rise. This was the background to the 1988 show, in which his expertise in pleated fabrics did not go unnoticed. Issey Miyake's creations are reminiscent of the traditions of his native Japan. Later, the designer marks his fame by participating in the design of the costumes for the Frankfurt Ballet.

His career debut, perceived as one of the most imposing, was nevertheless not enough for Issey Miyake. In fact, he was always looking for innovative ways to exploit his inventiveness, so he ventured into perfumery. From the outset, the brand's leitmotif was to create fragrances with a very light scent, "a scent, but without a scent", as the illustrious creator himself described it. According to him, a perfume should have a pronounced touch of freshness. The brand's first fragrance then went on sale for the first time in 1999, none other than the iconic "Eau d'Issey Miyake".

Issey Miyake and its successful fragrances

Issey Miyake fragrances are not the result of a style, but of a true creative spirit. Generally speaking, Issey Miyake eaux de toilette are conceived in a minimalist spirit. The scent is very light and conveys real emotions. The brand can therefore afford to launch fragrances for both men and women. Among these fragrances, there are a few that stand out: notably Eau d'Issey for women by Issey Miyake. Created in 1992, this fragrance has become the brand's signature scent. Originally designed for women, as a tribute to their beauty and emotions, this fragrance expresses the different nuances of femininity. Issey Miyake called on Jacques Cavallier to design the fragrance, with the challenge of making water smell pleasant. L'Eau d'Issey thus features a fresh, vegetal scent, but also an aquatic one, the lightness of which is associated with the scent of lotus. The tenderness found in Eau d'Issey is reinforced by the sweetness of freesia, a pleasantly harmonious blend. Next, Eau d'Issey gives way to a scent of white flowers, notably the elegant peony blossom combined with white lily. However, a note of carnation gives the scent a slightly spicy touch. The scent is no less sweet, though it also has woody notes.

Issey Miyake version for men

This fragrance originally intended for women was adapted into a men's version following its great success with women. In terms of design, the bottle is different from that of the women's fragrance: a transparent container that lets the color of the perfume show through. Again on the initiative of Jacques Cavallier, this essence is conceived as a woody fragrance for men, reflecting a certain virility, but with finesse. The scent of yuzu, a Japanese citrus fruit, immediately brings a sensation of freshness and dynamism. Combined with verbena and mandarin, the scent brings out a touch of acidity. Aromatic notes immediately follow, including blue water lily, coriander, sage and geranium. But that's not all: indeed, a scent of spices enhances the fragrance with a blend of cinnamon, saffron and nutmeg." L'Eau d'Issey Pour Homme "then reveals a very sophisticated aspect in view of its very rich composition, such as Japanese cedar, Indian sandalwood, cypress wood, Haitian vetiver and amber or musk. It's easy to see why this Issey Miyak pour Homme fragrance is so bewitching.

One of the most innovative communications for the Issey Miyake brand

As an avant-garde brand, Issey Miyake has not resorted to the usual means of communication. Indeed, the brand doesn't use any muse or ambassador. Instead, its reputation is built on visually striking advertising strategies. Take, for example, the perfume campaign in 2015, where the idea was to turn Internet users into explorers by immersing them in a 360° video to introduce them to the different fragrances. To this end, three ambiances linked to the three fragrances were set up: Into the Ice for "l'Eau d'Issey Homme Sport", Into the night for "Nuit d'Issey"and Into the water for l'Eau d'Issey. Also worth mentioning is the 2014 campaign with Internet users participating in the gameplay.

Issey Miyake

Brand products Issey Miyake

Issey Miyake, the symbol of Japanese excellence

Issey Miyake, a story steeped in creativity

Issey Miyake and its successful fragrances

Issey Miyake version for men

One of the most innovative communications for the Issey Miyake brand