Patricia Tranvouëz by Kenzo meets bloggers in Milan

Milan Fashion Week is coming next week but still today maison Kenzo invited Italynewsweek to meet Patricia Tranvouëz, General Director of Kenzo Parfums Worldwide, in Kenzo’s store in Via Manzoni 25, Milan. The event was reserved only to bloggers, because they are considered the characters more and more important for fashion and marketing , in Internet.

In this way, Miss Tranvouëz wanted to talk about Kenzo’s world, in a very simple way: chatting all together. Here what she told us.

“It is important to be here with you today, and I want to thank you for being here to share what Kenzo is”,
said Miss Tranvouëz.

The event started with a short film that summed up all the characteristics of the brand: colors, the importance of
the communication, smiling sensuality, and the motto: Le Monde est Beau (The World is Beautiful).

Then Patricia Tranvouëz began.

Kenzo Takada moved from Asia (Japan) to Europe; he settled in Paris in 1997, where he opened his first
store, “Jungle Jap” (there are two images of Kenzo that live together: to party and to create in Paris).It
wasn’t a journey made by airplane, that it would take only six hours. It was made by boat, railway, and
other transportations. In this trip he discovered different cultures, and what came out? That the World is
Beautiful, his motto! It seems easy, but it isn’t. Every Kenzo fashion collection or perfume wants to recreate
this slogan; this is important. Kenzo wants to help to make the world beautiful. And this is important for
perfumes, which see the constant collaboration with design, also important in his Japanese culture.
Some examples: Serge Mansau, that created the scent bottle of Flower by Kenzo, the fifth perfume sold in
the world; Fabien Baron, that worked for the scent bottle of Eau par Kenzo pour Homme, very famous in
Russia and Asia; Karim Rashid, for Kenzo Amour (Patricia remembers how lovely is to work with him); Kenya
Hara for Kenzo Power bottle; Ron Arad, that we will meet again, in the next and soon collaboration with the
brand: a coming soon event!

For Kenzo designing a new perfume means most of all create a piece of art and design, to wear in everyday
life. Luxury is for everybody in their everyday life, and not restricted to a few people: Kenzo is a luxury
brand accessible to all, not far from everybody’s life.

Kenzo likes to surprise and to make many things all different, because it is a different brand that wants
to charm but in different ways. He never follows fashion or trends: he has its strong points and ideas and
express them in different ways than can be summed up in The World is Beautiful.

Let’s see an advertisement: a picture shows a little girls smelling a flower. This is a perfume for woman
that doesn’t exploit the figure of sexy women, but it shows the fragility of them. This is how we surprise,
and what Kenzo does. And this will happen for the next months and years. We want to surprise in different
ways, both women and men.

I’m happy to work with Patrick Guedj, creative artist director of Kenzo. He works with you involving yourself
not giving orders. He created advertisement’s shoots, photos, films, chose music and never uses models or
actresses to launch new perfumes: he is for no famous people. All the advertisements are all the same for
music and style: this is a way to show you the brand.

Then Patricia Tranvouëz showed us another short film with a lot of colors, landscape, nature. She added:

“Here there is poetry, not sex. There is a beautiful link between humankind and nature, emotions.”

Finally, Cristina Benigni, Kenzo Marketing Director said that at the beginning Kenzo was a niche brand, but with Flower by Kenzo it got more and more better.

This perfume was created in 2000 and today it is one of the best sold perfumes in the world. The inspiration came out naturally looking at a photo showing a girl (whose name was Rose) with a flower in her hands, looking at the soldiers during a demonstration against the war in Vietnam. Then they chose the poppy, because it is a spontaneous flower than comes even into the asphalt, but when you pick it, it starts to losing its petals. It represents the strength and the fragility of woman. Similar things happens for men’s fragrances: Kenzo Homme (1991) and Kenzo Homme Boisée. The man lives and interprets nature, and its strength is the interior one; his energy comes from the earth.

This about the conference and the event, but Italynewsweek could also get an interview of Patricia Tranvouëz: don’t miss it!