Founded in Paris in 1988, Maison Margiela is the iconoclastic, avant-garde fashion house that produces both haute couture-inspired and ready-to-wear collections and more recently, fragrances. Their popular line, Replica, has produced a collection of scents that capture a reproduction of familiar aromas and moments of varying locations and periods. The fragrance description for the newest release, ‘Autumn Vibes’, is woody trails and red leaves, scents inspired by the nature of Montreal, Canada.

To best promote the launch of their new Replica ‘Autumn Vibes’ scent, Maison Margiela turned to MUSE. The Agency for our unparalleled influencer marketing talents.

Lizzi Kapran was selected for this incredible fragrance campaign opportunity which had our Muse flown out to Montreal for a once in a lifetime experience intended to help her reconnect with nature. Whilst staying in the Place D’Armes Hotel Lizzi spent her time attending outdoor lunches, picturesque autumn walks on Mount Royal, woodland art and meditation activities, private dinners, rooftop drinks and an exclusive Maison Margiela Replica Fragrance masterclass.

Our talented muse created a range of minimalist and modern content inspired by high fashion and the fall foliage colours. Maison Margiela provided our social superstar with a polaroid camera to capture moments to keep as memories of her experience.

The content was strategically marketed across Lizzi’s personal instagram to promote and support the fragrance launch with incredible success.