Maison Margiela Fragrances presents UP AT DAWN, the new Eau de Toilette in the REPLICA collection—an olfactory remembrance of Windsor, England, in 2025. The fragrance evokes the romantic encounter of two aristocratic lovers, magically drawn to each other in a rose garden at dawn. Their secret, tender rendezvous follows a message sent during the night and blossoms in the first light of dawn. The rose symbolizes burgeoning love, capturing the intoxicating intimacy of an untold story, where every soft rustle of petals and every passionate breath in the cool morning air heightens the anticipation of a romance blossoming.
THE ICONIC SHAKESPEARE ROSE, DRAMATICALLY INTERPRETATED
UP AT DAWN captivates with its complex composition, offering a fresh interpretation of the legendary Shakespearean rose: it represents the interplay of delicate freshness and captivating depth that defines the beginning of a romance. The opening – a bouquet of Herat rose absolute and pink pepper essence – symbolizes the intimate embrace of lovers at dawn. It evokes the gossamer, dewy petals of a rose and embodies the blossoming of a new love. Following this romantic overture, a profound secret unfolds: the unique fragrance of a hidden garden, composed of earth accords and patchouli essence. It impressively evokes the sensual atmosphere of a lush British garden landscape; it suggests hidden paths and romantic secrets, anchoring the dramatic Shakespearean rose in a compelling narrative.
DECADENCE OF THE Aristocracy: THE SUBVERSIVE STYLE OF THE HOUSE
UP AT DAWN draws inspiration from the opulent yet subversive world of the English aristocracy and its decadence, where beneath the magnificent exterior often lies a thrilling, overwhelming core of desire and clandestine indulgences. UP AT DAWN captures the mystery of two unknown aristocrats meeting—an anonymity that lies at the heart of Maison Margiela’s philosophy and makes the experience universally relatable: the memory of each of us of a significant, stirring first encounter.
Remaining true to the House’s unconventional approach, the fragrance doesn’t simply replicate a scene, but deconstructs and reinterprets it, revealing provocative and captivating undertones within classic elegance. A penchant for creatively questioning established norms and seeking beauty in the unexpected is a hallmark of the House.
