APOM: Maison Kurkdjian

APOM, two syllables and four letters already familiar to the Maison’s devotees. With his latest scent, Francis Kurkdjian breathes new life into an emblematic fragrance dating back to the Maison’s founding in 2009. Or rather, to a pair of fragrances – one for women and one for men – designed as two variations on the same theme that have now been merged into one. Not for a particular gender, but for anyone who loves, wears and wants to share it with the world. Because for Francis Kurkdjian, perfume is exactly that: a part of yourself that you leave with others. APOM, a part of me.

Francis Kurkdjian was nostalgic for the advertising films that accompanied perfume releases back in the day. These moving pictures, works of art in and of themselves, showcased perfumers’ craftsmanship while broadening their unique narrative. For APOM, he wished to move away from the short-form videos so commonplace on social media.

In partnership with filmmaker Cyril Teste, who translates the Maison’s invisible creations into the language of images, he dreamed up a five-minute film orchestrated by a bona fide cinematography team under real conditions. A story within a story about the new APOM, by and with Francis Kurkdjian and Cyril Teste.

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