Samuel de Saboia signs campaign for new perfume from COMME des GARÇONS

One of the most prominent contemporary artists in Brazil, Samuel de Saboia signs the creative direction and stars in the campaign, produced and directed by VariosCorres, for the new fragrance ZERO from Comme des Garçons Parfums.

Shot in Recife, Saboia's hometown, the images translate, in a visual odyssey, the spirit of the fragrance as an object coming from Heaven to Earth. Samuel recovers elements from the hinterland to create ritualistic connections, returning to the state of origin and alluding to birth, the primordial stage of life. “In my nose, the perfume brought a mix of ocean, breeze, tree, and sand, which is very emotional for me because these are some of the pillars of my existence.”.

Among the natural and spiritual entities honored, the Caboclo de Lança occupies a prominent position in the narrative as a force of Brazilian Afro-Indigenous matrix religions. The tradition of dressing as Caboclo during the Pernambuco carnival festivities is secular and upheld by the peripheries of the metropolitan region of Recife. Directed and produced by the VariosCorres platform, the campaign was co-created with a team composed of 75% local professionals, highlighting culture, labor, and the creative commerce of the northeast through a language that retrieves the history of Brazilian roots and art.

Zero, as the new fragrance from Comme des Garçons Parfums has been named, explores simplicity from a natural perspective. The perfume presents itself as an antithesis to excess, with each element thought out in a reduced manner. The high sensory impact provided by notes of cedar, bergamot, musk, and Haitian vetiver - all sustainably sourced - contrasts with the low environmental consequences of a product designed to coexist in the environment without harming it. The bottle, made from recyclable glass, features minimal printing and comes wrapped in minimalist packaging that captures the essence of this launch.