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After 20 years in fashion design, Belgium’s Maison Martin Margiela has released its first fragrance. The name of the fragrance is ironically titled “Untitled” and it was developed through a partnership with L’Oreal. The scent is characterized by cedar and jasmine base notes and top notes of a plant resin called Galbanum, lending it a unisex floral scent that reminds one of the Seventies-style green fragrances.

Danliela Andrier, the fragrance’s designer, explained that Maison Martin Margiela’s forey into fragrance was a significant move. Andrier believes that perfume has the power to stimulate memories of childhood or significant events. She states that perfume is both a sign of one’s presence and memory, making it almost part of a person’s DNA. The scent associated with that person remains long after the person is gone.

Fabien Baron, founder and creative director of the legendary Baron and Baron, developed the packaging for Untitled. Many will remember Baron’s role in Madonna’s Sex book. The bottle is simple, yet sleek, in appearance and is represented by clean lines and metal accenting. Baron stated that the design project was a challenge because he wanted to reach into the depths of new design while at the same time remain faithful to the product.

The strand around the neck of the bottle is a reference to Margiela himself. Margiela’s labels were sewn with four pick stitches that could be cut by the customer and this strand resembles those. Even the Olivetti font used on the bottle is an ode to Margiela. Olivetti is the font that Margiela used in his internal written communications.

Untitled was released in April and the 30 ml bottle retails for £45. The scent is classic, yet new, and sure to appeal to a wide variety of men. The features of the bottle’s design represent all that is Margiela…elegant, exacting, and exclusive. Consumers are already eager to see the release of another fragrance from Maison Martin Margiela, and they are hoping that they will not need to wait another 20 years.