STORY of the legendary perfume bottle Jean Paul Gaultier

You may not have noticed the exquisite design of this brand, but as long as you saw the perfume bottles of this brand, you will never forget it no more! Its bottle designs are so unique and impressed, so that some people even collect them and keep them as decoration. The story we are telling today is about the legend brand —Jean Paul Gaultier.

Jean Paul Gaultier was born on April 18, 1952 in Arcueil, a suburb of Paris. As a young man, he has showed incredible talent for fashion and design. After years of working in the fashion field, In 1982, Jean-paul Gaultier founded his label with his partner Francis Menuge.

Mr. Gaultier launches his fashion show twice a year, using themes and titles that strongly convey his distinctive blend of influences. But undoubtedly,what earned him international media coverage was the corset stage costume that he designed for Madonna’s concert in 1990. That's why, when he released his first perfume in 1993, he has chosen to use a glass bottle with the design of female body in corset. This perfume, packaged in a shiny tin, was a huge hit when it was launched. Since then, a number of fragrances followed, including 1995's Le Male. The perfume bottle of Le Male was designed as a curvy man’s upper-body, with a classic Navy T-shirt, which has been the world's top-selling man’s fragrance in 2004.

Gaultier managed to incorporate two of his best-known design elements, the corset and navy shirt, into his perfume bottle design. The male and female upper body design for perfume bottle, has also become one of the brand's symbols. These design elements have certainly increased the brand awareness and identification. They also bring a strong brand image of liberal, sexy, romantic to the consumers. He let the brand convey a way to express yourself and be true to yourself. From self-care to love, Jean Paul Gaultier has integrated love, dreams, and diversification into the design of the brand from beginning to end, which has become the core concept that he wants to convey in the entire brand value.It also fits in with his philosophy of fashion, which is to constantly showcase our diversity and human complexity.

Jean Paul Gaultier’s cynical fashion attitude and style have earned him the title of "enfant terrible" in the fashion industry.He has always been committed to breaking the traditional image of male and female. In his clothing design, we can often see the style that shows the structure of clothes and the image of wearing underwear outside. This explains why most of his brand's perfume bottles feature male-female curves, which encourage people to stay true to themselves and feel free to be whoever they want to be by externalizing what's inside. At the same time, it also brings consumers with the same values closer to the brand.

In all kinds of grotesque external designs, he actually contains self-consciousness, love, courage, freedom and self-liberation. In fact, such brand core concept is unique among today's luxury brands.

by Johnny Qi

29/11/2021