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French fashion house Kenzo commissioned Spike Jonze to direct a short film—featuring a laser-wielding Margaret Qualley—to hype the launch of its fragrance Kenzo World. The film, which the became the envy of marketers everywhere, powered the fragrance’s wildly successful launch, and Kenzo parent company LVMH credited the campaign in part for its 8% growth in the perfume and cosmetics division in the first nine months of 2016. But the brand also partnered with musician and comedian Carrie Brownstein to create another funny, original short film that doubled as Kenzo’s fall/winter lookbook, put out a line with H&M, and did spots with Chance the Rapper, Iman, Vietnamese rapper Suboi, and Rosario Dawson, among others. Through its resonant campaigns, Kenzo has managed to tap into the cultural zeitgeist while maintaining its originality, a rare feat for any brand.

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