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Alexander McQueen Tease New Perfume Through Social Media

Alexander McQueen teased the launch of the brand’s new perfume through a series of posts across social media yesterday. A banner image, as well as gorgeous visual campaign, herald the forthcoming McQueen Parfum, described as The Signature Scent for Women alongside the hashtag #BLOOMATNIGHT.

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The name of the fragrance appears to be simply: McQueen Parfum. Details are scant, yet a 15-second video, as well as some stunning visuals, suggest that the perfume will be a white floral bouquet, with jasmine sambac, tuberose and ylang-ylang featuring amongst the notes.

At present, the brand have a beautiful landing page counting down to launch, and have this to say about the new perfume: “McQueen has created a unique scent, one that gives strength to your imagination. It is made from the precious essence of three night-blooming flowers, a parfum that unfolds the mysterious power in you. Uniquely McQueen.”

The perfume itself seems to mark a departure from the days of Kingdom and MyQueen, but nonetheless, the campaign already appears to be relying on “niche” codes of storytelling and ingredients, rather than the celebrity or brand lead marketing campaigns of other designer perfume houses.

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