Karl Lagerfeld takes a "sentimental" approach to creating perfume.
It is Karl's multifaceted vision that was the main inspiration for this project. He had the idea of the kaleidoscope, the bottle and the advertising.
The Chanel designer has collaborated with cosmetics firm Coty to launch a new scent, Karleidoscope, and says he loved working on the fragrance.
He explained: "A fragrance is not made to be explained by words. A mix of scents creates something we can smell but not describe. I can tell you that the base is patchouli fraction orpur, benzoin Laos orpur, tonka bean and musk, and the heart (a perfume must have a heart that should break, in a way, our heart) is heliotrope (one of my favorite scents), violet and freesia. But I don't want to be too technical about the fragrance. I prefer a sentimental approach."
Francoise Mariez, senior vice president of marketing for European fragrances at Coty Prestige, said Karleidoscope was created entirely by Karl and revealed he was involved in every step of the scent's creation.
He told WWD: "It is Karl's multifaceted vision that was the main inspiration for this project. He had the idea of the kaleidoscope, the bottle and the advertising."
Model Bianca Balti stars in the advertising campaign, photographed by Karl, who said: "I love Bianca and her strong, modern but classical beauty. The ad is a kaleidoscope of images of her face four times on the page."