L’INTERDIT. GOING BEYOND,A PIVOTAL MOMENT WHEN LIFE BECOMES THRILLING
HUBERT DE GIVENCHY GAVE EXPRESSION TO A SPIRIT OF ABSOLUTE REFINEMENT. YET HE PAIRED IT WITH SOMETHING SO STRONG AND SIMPLE IT BECAME STRIKING.
With immaculate glamour came excitement. With elegance came irreverence. The sobriety of his signature black and white was balanced out by the daring of his designs. He was an aristocrat with a flair for the avant-garde.
With his unconventional “Separates” and “casual chic” he breathed a new audacious life into the heart of fashion. A radical move, that gave women a certain freedom, at a time when fashion Houses designed only total looks. There was something both classic and fearless in his approach to fashion.
THE THRILL OF THE TIME
Was this the reason that Audrey Hepburn chose him to design her wardrobe? In any event her choice was auspicious, as theirs was a lifelong friendship and professional collaboration which gave rise to many creations. It was a rare relationship that shaped the Givenchy House and set the direction from which the future came. One of their most significant collaborations, between designer and more-than- muse, was a fragrance, first created exclusively for Audrey. When Hubert de Givenchy asked if he could commercialise it, legend has it, she initially replied « Je vous l’interdis ! » ("I forbid you!").
NOW IN 2018, A NEW CHAPTER OPENS, AND GIVENCHY CREATES A NEW L’INTERDIT FRAGRANCE INVITING WOMEN TO CROSS THE LINE AND DISCOVER THE THRILL OF THE FORBIDDEN.
L’Interdit in 1957, Givenchy’s first daring fragrance. L’Interdit in 2018, a tribute to freedom.A new fearless classic.
THE THRILL OF THE FORBIDDEN
LIKE A RALLYING CRY GIVENCHY TODAY INVITES WOMEN TO HAVE THE COURAGE TO STEP INTO THAT SPACE BEYOND CONVENTION.
To embrace the frisson of freedom and forbidden sensations. To transgress imaginary, real, invented limits and codes. Because sometimes the only limit is within. L’Interdit is a fragrance to remind us that sometimes audacity is the key to freedom. And that beyond what might hold one back, lie many of life’s thrills.
A RESOLUTELY UNDERGROUND FLOWER
A MAGNIFICENT, FEARLESS FRAGRANCE. AND DEVASTATINGLY ELEGANT.
A NEW KIND OF FEMININITY.
The intensity born of contrasts. A forbidden blend of a white flower and a dark accord. The shocking side of chic.
Created by master perfumers Dominique Ropion, Anne Flipo and Fanny Bal, L’Interdit unveils a floral white bouquet of orange blossom, jasmine and tuberose. In contrast, earthy dark tones emanate from the vetiver and patchouli.
THE PERFECTION OF SIMPLICITY AND SOPHISTICATION
L’INTERDIT SERVES AS A CATALYST, AN ENABLER, A KEYTOTHE DOORTHAT OPENS INTO FREEDOM. AN EMPOWERING TALISMAN ON THE ROAD TO EXPERIENCE AND SELF-DISCOVERY.
The bottle design of 2018 is a clear tribute to the original 1957 bottle. An object that like perfection itself is truly timeless and terribly modern. Strikingly sober, with a round squareness, a soft strength.
At once simple, deeply feminine and soft in its evocation, it also has the elegance of being tied up with a sharp seal that binds the contrasting matte grosgrain bow and the shiny 4G logo.
The box is, of course, black and white, bold, pure and simple. But inside it is scarlet, daring, surprising and carries the signature of Monsieur de Givenchy.
The new Eau de Parfum is available in 35ml, 50ml and 80ml.
DARING TALENT
THE CAPTIVATING ROONEY MARA IS ONE OF THE MOST TALENTED ACTRESSES OF HER GEN- ERATION.
She is admired for her transformative performances and also her deep commitment to the protection of the environment and animal and human rights. The actress starred in critically acclaimed films including The Social Network, Ain’t Them Bodies Saints, Side Effects, Herand Trash. Twice nominated for an Oscar, her stand out film roles include The Girl with the Dragon Tattoo and Carol, for which she won Best Actress at the Cannes Film Festival. After shooting five films in 2017 she stars in Mary Magdalene andDon’t Worry, He Won’t Get Far on Foot in 2018.
Through her own example she has shown that as long as you have the courage to be yourself, nothing is impossible.
THE SHOOT
TODD HAYNES AND ROONEY MARA WORKED TOGETHER ON THE SET OF THE MOVIE CAROL. IT WAS A NATURAL CHOICE FOR TODD TO DIRECT THE FILM OF THE NEW FRAGRANCE.
The creative duo captured a unique yet definitive style, something that has always set Givenchy apart. The film was shot at the ghost metro station of Porte des Lilas which is not open to the public. In the campaign, Rooney explores the forbidden with disarming confidence. We find her first, dressed in a Givenchy Haute Couture black lace dress, in a chic Parisian apartment bathed in ennui. She leaves following only her quest for freedom. Once in the metro her attire and surroundings feel daring. Her bold approach to life finally guides her knowingly towards a closed door.
She enters. She crosses the line. At dawn our heroine emerges from this unknown venue strong and serene. Armed only with her fragrance, her enabling force. The experience evidently life affirming. The advertising visual is by renowned photographer David Sims and was also shot in the Paris metro.