Smells like teen spirit

i-D has commissioned the film-maker to capture ‘strength, identity, desire, drive and depth’ as essential qualities that define the luxury fragrance in the latest stage of The Fifth Sense campaign.

Each of the women chosen to represent No 5 are influencers at the beginning of their creative careers. Poet Zariya Allen, who embodies Desire, gives insights into the mind of a young woman on the cusp of adulthood, with a journey across Los Angeles’s beaches and highways, for example.

Earlier in September the first iteration of The Fifth Sense was launched with Mirror Maze, a multidimensional art installation, which also celebrated the scent. ‘The industry is beginning to understand that the luxury consumer is a multifaceted being,’ Pia Stanchina, luxury consultant, tells LS:N Global. ‘It’s embracing people outside the traditional definition of the perfect luxury consumer.’