Jean Paul Gaultier

BY: PROVOKR Staff

Take a touch of steampunk, a bit of Fritz Lang’s Metropolis, the swagger of Jean Genet’s shirtless sailors and the corseted, red-lipped model Daphne Groeneveld, and you have “Welcome to the Factory,” Jean Paul Gaultier’s new ad for his fragrances Classique (for women) and Le Male (for men), a deconstructed and chrome-glistening fantasy of how the essences are created. Directed by the Barcelona collective Dvein, with the collaboration of British photographer Miles Aldridge, and set to a hip-hop adaptation of the Bellini aria, “Casta diva,” from Norma, this remarkable ad imagines the “factory” for perfume to be a kind of clockwork of distilled sexual desire. At the end, Gaultier himself announces, “Closing time!”