Cult Fragrance Watch

When both L'Oréal and Parisian concept store Colette acquire a new fragrance, the entire beauty world sits up and takes notice. This month, Martin Margiela, the elusive Belgian designer whose fashion chops include stints with Jean Paul Gaultier and Hermès, reveals his first scent—with some very strong backing. In keeping with Margiela's discreet, blank canvas ethos, the unisex juice—called, simply, "Untitled" (with not a hint of irony)—is a crisp, clean, green, infused with notes of exotic ferns and incense. Co-created by perfumer Daniela Andrier (la nez behind such olfactory blockbusters as Gucci by Gucci and Opium), it took two years to perfect, and according to the company, "can be worn by anyone, anywhere." Though we have a suspicious feeling this haute eau will be appearing on fashion insiders exclusivement, for the time being.