[February 12 2016] : fashion
Purple TV presents the exclusive premiere of Katerina Jebb‘s video for the launch of the new perfume “Dot” Comme des Garçons, entitled “WE CAN FIND BEAUTIFUL THINGS WITHOUT CONSCIOUSNESS.” This anti perfume advert is the follow up to Jebb’s 2011 “You Can Find Beautiful Things Without Consciousness” created at the time for the launch of Comme des Garçons Eau de Parfum. Comme des Garçons Eau de Parfum DOT launches today at Dover Street Market New York and on Monday 15th at Dover Street Market London.
Purple — This is the second video that you have made for Comme des Garçons parfums. Do you exchange ideas on the concept of the advert with the brand, in particular with Rei Kawakubo? Were there any key references that you had to work with or were you given complete freedom?
Katerina Jebb — Complete freedom prevails.
Purple — The video is a montage of oscillating scenes selected from your extensive archive, which you are currently exploring for your upcoming retrospective at Musée Réattu in Arles this summer. How did you select the archive footage for this particular project for Comme des Garçons? Can you take us through your thought process?
Katerina Jebb — I sat on a chair for a while and watched scenes that I had forgotten about replay in another dimension. It’s just composed of random scenes from my life and so it’s made up of moments of reality. Maybe this opposes the principles on which the classic perfume ads are built upon. There is no rational thought process, the whole act of trying to express something is just confusing and mind fucking.
Purple — Though the perfume is a real object, do you see this new advert for DOT Comme des Garçons as a continuation of your imaginary TV Channel, Lucid TV?
Katerina Jebb — Not at all. You can never go back. Life is a futuristic trajectory.
Purple — In your own words, can you describe what the new perfume DOT: We Can Find Beautiful Things Without Consciousness smells like?
Katerina Jebb — Smells like forgotten dreams.
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