SMYTHE, in partnership with creative agency Open, has launched a campaign for the brand’s first eau de parfum. 

The campaign stands out in the fragrance category, as it doesn’t feature the product. Instead, it celebrates the individuality of women through where they choose to wear it on the skin. 

SMYTHE is considered an icon of Canadian fashion, inspiring Open to conceptualise a campaign that features the fragrance in the same way the brand would typically feature their clothing.  

“We could have shown the bottle and added a big SMYTHE logo like most perfume advertising, but we wanted to do something more clever and elevated, to reflect the SMYTHE brand. It’s about the woman, and the product in its purest form.” - Martin Beauvais 

The campaign features video and photography by celebrated Toronto photographer William Ukoh from Rodeo Production. 

The fragrance, along with a room & textile spray, is designed to embody SMYTHE across all the senses and in all environments, especially while so much time is still being spent in the home. 

“During lockdown(s), scent became such an important factor in creating a sense of hope and optimism. Donning perfume, lighting candles and incense, and using pillow and rooms sprays literally lifted our mood.” -Andrea Lenczner 

Primarily promoted on Instagram and other social platforms, the campaign exemplifies where fashion and fragrance collide - where sight meets scent – showing style is a sense of its own.