"Scent is directly related to memory..."
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Daphne Guinness : MNEMOSYNE
Last year, Daphne Guinness not only launched her first scent, MNEMOSYNE, in collaboration with Comme des Garcons, she also directed a film to go with it. Rightly, Daphne points out that it’s not a promo ad for the perfume, but a stand-alone art piece. It features no logos and names and is merely "inspired by the essence of the scent". In collaboration with All Day Everyday, Daphne co-directed a three-minute long film with David Parker, full of subtle colours, floral references and fluid movements. All the hard work appears to have paid off; not only was the perfume a hit in Dover Street Market, but MNEMOSYNE has also been nominated for a Webby Award in the 'Experimental' category.
