When you think of a Marc Jacobs perfume ad, usually a bright and cheerful picture of a fresh-faced model gallivanting in a sun-speckled field comes to mind.
The designer has now turned to the dark side, introducing his latest fragrance, Decadence, on Instagram Thursday, for the sexy and sophisticated girl who’s all grown up.
“I felt like the next story to tell was one of this indulgence of pleasure and luxury, because that’s what decadence is,” Jacobs told WWD.
Shot by Steven Meisel, the campaign stars supermodel Adriana Lima photographed rolling around on the floor in a slinky black slip dress with a smoldering smokey eye to match, biting the perfume bottle’s gold chain link handle in four different poses.
Top notes include Italian plum, iris and saffron with a heart of Bulgarian rose, jasmine sambac and orris, finishing off with base notes of liquid amber, vetiver and papyrus woods.
The bottle itself is designed to emulate a handbag with a faux-snakeskin flap.
“I wanted something that evoked the sense of a bag, with python and gold chain and a black silk tassel,” Jacobs said of the bottle, “so it had a kind of opulence and glamour and became an object of desire.”
We’ll have to wait until October to get our hands on Marc Jacobs Decadence.