Paco Rabanne 1 Million Fragrance Ad Campaign by Paul Gore

While Paco Rabanne’s designer Julien Dossena may be all the rage at Paris fashion weeks routinely making The Impression‘s Top 10, one visit to the house’s website will tell you that Dossena’s vision for the label is still battling for real estate and marketing dollar against the toughest of competitors, the brand’s own fragrance.

The note, pun intended, is driven home as the prime real estate above-the-fold is given to the house’s newest Million fragrance campaign highlighting the latest faces including Joey Bada$$, Simona Kust, Levi Dylan, Dree Hemingway, Alton Mason, and Londone Myers. The talents are featured in a high contrast black and white video directed by Paul Gore set to the 1980 hit Rapper’s Delight by The Sugarhill Gang. The real hero of the piece is Movement Director Stephen Galloway who brings a crisp snap to the talents movement enabling Gore to make the most of The Sugarhill Gang’s track.

Model Simona Kust stands out as a fresh-faced disheveled pixie bringing an edge to the cast. The 17-year-old was discovered in her father’s artist studio in Moscow going on to cement herself as a go-to-runway-girl for Anthony Vaccarello at Saint Laurent.

Overall the video is fresh and dynamically eye-catching making it one of the leading fragrance campaigns of the season. To supplement the video and print campaign lensed by Oliver Hadlee Pearch, the brand has put forth an Instagram contest around the idea of snapping one’s fingers to win the fragrance. The Impression would like to snap back and would rather see the house leverage its marketing dollars cross-pollinating the fragrance campaign with the ready-to-wear-collection to build a holistic concept of the house which is making a positive turn under Julien Dossena.