Comme des Garçons Parfums Launches New Fragrance & Celebrates 30 Years of Radical Innovation

For 30 years, Comme des Garçons Parfums has stood as a vanguard in the world of fragrance, crafting scents that defy convention and embrace the avant-garde. Founded in 1994 under the visionary leadership of Rei Kawakubo, the brand has established itself as a creative powerhouse, daring to challenge what a perfume can represent. 

To mark this milestone, Comme des Garçons is reflecting on its past triumphs while boldly stepping into the future, starting with the launch of its latest creation: Odeur 10.

A Legacy of Disruption

When Adrian Joffe, president of Comme des Garçons International, first proposed the idea of launching a fragrance line to Kawakubo, the response was hesitant. “We don’t make fragrances,” Kawakubo reportedly said. But Joffe presented the idea not as a commercial endeavor but as another medium for artistic expression. The result was Comme des Garçons Eau de Parfum, affectionately known as The Original.

Debuting with an asymmetric pebble-like bottle designed by Kawakubo herself, The Original was a statement. Its spicy, industrial scent blurred gender lines and embodied a philosophy encapsulated in the tagline: “A perfume that works like a medicine and behaves like a drug.” This unconventional ethos set the tone for everything that followed.

Expanding the Fragrance Frontier

Over the years, Comme des Garçons has built its fragrance portfolio around two core pillars. The first includes iconic “pebble bottle” scents such as Wonderwood and Amazing Green, which have become staples for fans of the brand. These scents share a unisex DNA and an emphasis on unique scent experiences.

The second pillar is the brand’s limited-edition “pebble events,” where classic fragrances are reimagined in artistically adorned bottles. From the glitter-drenched Dreaming Of to the scratchy, Brillo pad-like exterior of Love Hurts, these special editions add a touch of whimsy and exclusivity.

Comme des Garçons is also celebrated for its conceptual fragrance series, beginning with Leaves in the late 1990s. The collection explored the aromatic diversity of calamus, shiso, tea, mint, and lily, introducing consumers to a world of unexpected possibilities. While some in the industry questioned launching five scents simultaneously, the series’ success proved that boldness could pay off!

Odeur 10: A New Chapter

To commemorate its 30th anniversary, Comme des Garçons is introducing Odeur 10, an “anti-perfume” that continues its tradition of breaking the mold. Launching first in Tokyo at the brand’s Aoyama flagship, the scent encapsulates three decades of experimentation and rebellion. While specific details about the composition remain under wraps, it promises to embody the same innovation that has defined the brand.

Why Comme des Garçons Matters

In an industry dominated by trends and commercial viability, Comme des Garçons has remained steadfast in its commitment to creativity. Adrian Joffe aptly summed up the brand’s ethos: “We don’t put down roots, because Rei likes her freedom. Freedom is her energy.” That freedom has allowed Comme des Garçons to pioneer a space where fragrances are more than just scents—they are art forms, provocations, and narratives.

As the brand embarks on its fourth decade, its journey serves as a reminder that fragrance can be an experience, an idea, and, most importantly, a challenge to the status quo.

This anniversary has shed light on Comme des Garçons’s last 30 years. The only thing left to do is imagine what the next 30 might bring.