On October 4th, ISSEY MIYAKE PARFUMS' signature fragrance series, L'EAU D'ISSEY, released a new men's fragrance, L'EAU MAJEURE D'ISSEY (50ml 7,700 yen / 100ml 10,500 yen). This year marks the 25th anniversary of L'EAU D'ISSEY. It goes without saying that the fragrance, first released in 1992, had a striking impact on the perfume industry, which at the time was dominated by the image of decorative, extravagant luxury goods, both in France and Japan. The pure and clear theme of water (L'EAU), the origin of life and a source of infinite potential, was an unprecedented, simple, and revolutionary idea. The perfume was created by Jacques Cavallier. Touted as a "rising star" at the time, his talent blossomed following his success with L'Eau d'Issey, and he is now one of France's leading perfumers, working for a variety of fashion houses. The bottle and packaging design was inspired by the full moon shining above the Eiffel Tower that Issey Miyake saw while in Paris. The striking, dignified design was created by Issey Miyake, art director Fabien Baron, and glassmaker Alain de Mourgues. The conical silhouette, crystal-like spheres, and brushed steel are completely devoid of ornamentation, expressing a "universal beauty."

Then, in 1996, the company released Sun Mist, a fragrance for the whole body. It was alcohol-free, a first for the brand, and became a pioneer of the "summer fragrance" trend that would later be adopted by many other brands. Furthermore, the brand collaborates with a variety of cutting-edge creators on groundbreaking advertising photography and graphic designs for limited-edition products, constantly releasing new creations. L'EAU D'ISSEY has literally ushered in a new era in the perfume industry, proving that "newness" need not necessarily be short-lived, but rather is synonymous with innovation and artistic design. The new L'EAU Majeure d'Issey returns to the series' origins of water, inspired by the power of the ocean, with a woody fragrance evoking the refreshing coolness and supple texture of the tide. The meaning behind the fragrance is that "the energy of water never dries up, bringing about new waves," and it marks the series' 25th anniversary with a splendid "story of water."