A "niche" shift for a historically popular house
Jean Paul Gaultier is one of those brands whose perfume has long resonated with a vast audience. A recognizable couture label, pop iconography, wide distribution, and bottles that have become objects of visual culture: everything contributed to a confident "mainstream" power, with the industrial efficiency required by the international selective market. The announcement of Les Ateliers Gaultier, a new haute parfumerie line structured around six bottles, can therefore be interpreted as a change of direction.
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