Maison Margiela.

Maison Margiela's perfume line — Replica — was launched in 2012 with a single conceptual brief: each composition should recreate the smell of a specific place, time and mood with photographic precision. Beach Walk (a 2003 Indian Ocean afternoon), Jazz Club (Brooklyn, 2013), By the Fireplace (Austria, 1971), Lazy Sunday Morning (the smell of clean linen at 11am) — every bottle is labelled with the place and date that inspired it.

The collection has grown into one of the most-recognised modern fragrance lines, with Replica Jazz Club in particular crossing over into mainstream cult status.