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Maison Margiela Fragrances puts Replica Letter Never Sent on sale on 1 October, an Eau de Parfum inspired by an unsent letter in Tokyo in 1995 and sold only at selected Maison Margiela stores in the city. The house calls it the first city-limited fragrance in the brand’s history and the first Eau de Parfum in the Replica Memory Collection, a range sold until now as Eau de Toilette. The 100 ml bottle costs ¥31,900.
Every Replica label carries a place and a date, and this one reads Tokyo, 1995. The house sets the scent at the moment analogue began giving way to digital, with the sweep of a pen nib across paper and the smell of ink as its starting points. The label also names the ink-and-cedar pairing, where the composition begins.
The line’s best-known titles work the same way: Lazy Sunday Morning is built on lily of the valley, iris, and white musk, and By the Fireplace on clove oil, chestnut, and vanilla.
The top note is a sumi ink accord rooted in Japanese calligraphy, described as cool and mineral. Red cedarwood follows, and white musk closes. Concentration is 17 per cent, and the house quotes five to six hours on skin, against roughly three to four for the line’s Eau de Toilette range. The brand will not sell the scent through its Japanese online store, and it’s for women and men.
The scent is stocked at nineteen Tokyo outlets, a mix of Maison Margiela Fragrances stores and Maison Margiela boutiques, with the Omotesando fragrance store among them.
The house is also opening a Letter Never Sent concept store on the B1 floor of GINZA SIX on 1 October for one year, according to a press release dated 24 September. The interior borrows the codes of an old Japanese post office, with sorting shelves along the walls, stacks of blank letters and the house’s white bianchetto paint finish.
A letter bar is meant for writing down what the release calls unfinished emotions, and a photo booth sits alongside a touch-and-try area where scent advisers offer consultations. Buyers spending above a set amount receive a limited Sumi Paper Pguch inspired by the Japanese rubbing technique takuhon, and an October campaign called Tokyo City Lights runs from 1 to 31 October.
The street campaign includes a large billboard in Shibuya left deliberately half empty so that public figures can fill it with their own unsent letters. Two letters were installed on Shibuya streets before the perfume reaches shops.
Chasing Sunsets arrived in February with a label reading Ipanema, 1965. It is an Eau de Toilette sold in sizes from 10 to 100 ml, built on mango and sandalwood with tuberose in the heart, cardamom on top, and moss beneath, and Margiela’s US site and Sephora both carry it.
Scentsorium followed on 1 April, with six genderless haute parfumerie fragrances unveiled at the house’s Fall/Winter 2026 show in Shanghai, titled Anonymity, its first show outside Paris. It’s the house’s first move into prestige fragrance, priced at $350 for 75 ml and sitting above the more mass-market Replica line. Margiela is an L’Oréal-licensed label. The bottles are refillable and modelled on early twentieth-century crystal. The collection sits alongside the haute lines of L’Oréal’s other luxury labels, among them YSL’s Le Vestiaire des Parfums and Armani Privé.
Lost Eden joined the Replica range this year, an Eau de Parfum in the Fantasies strand built around candy apple and oud, with vanilla in the heart and Indonesian patchouli leaf underneath, according to Fragrantica. Margiela’s US site lists it at $200 and describes the strand as a move from the original line’s grounded memories into dreams and surreal landscapes.
Maison Margiela shows its Spring/Summer 2027 women’s ready-to-wear collection in Paris today, returning to the Paris calendar after showing in Shanghai last season. It is the first show since Glenn Martens said his Spring/Summer 2027 Diesel collection, shown in Milan last week, was his last as that brand’s creative director. Martens was named creative director in January 2025, succeeding John Galliano.
Martens has led both brands since and says the move puts his focus on Margiela, which also stages annual artisanal shows, the house’s equivalent of haute couture. He made his couture debut for Margiela in summer 2025, and his ready-to-wear debut, Spring/Summer 2026, echoed the founder’s Spring/Summer 1990 show in a derelict playground in Paris’s 20th arrondissement.
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