The campaign itself has started airing on French television stations and the editorial shot from the campaign was featured on WWD last week. It features model Agyness Deyn as the only model selected for the campaign. Deyn who is currently the face of Burberry, has the resume of a super{model} having posed for Mulberry, Blumarine and Giorgio Armani just to name a few. Gaultier also disclosed more details behind the concept of the name and why he wanted a "freshly electric" vibe from Ma Dame:
"The name Ma Dame is like a little French joke," he explained. "A 'madame' can be a woman of a bordello, and 'madame' can also mean someone bourgeois. Even in terms of dressing, 'to dress like a madame' in French is boring, super politically correct. But 'ma' 'dame' in two words means 'my dame.' It means she's not like the woman in the bordello or bourgeois. She's his muse."
On the resurgence of 'Fresh' perfumes:
"I wanted something that was fresh, not so voluptuous. I wanted some electricity... We know there is a big opportunity, a big trend on the market toward fresh notes," said Polette-Danet, "and it's true the brand was totally absent from this market of freshness, both in men and in women."- JPG (Jean Paul Gaultier)
