Serge Lutens open the doors of his Foundation, narrating the genesis, the present and the future of a legendary place : a refuge, and a homage to centuries of Moroccan craftsmanship.

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A revelation or an echo of his own psyche? Serge Lutens gives us continual glimpses of the richness and mysteries uncovered in his never-ending exploration famously called the Empire of Signs.

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Morocco, as the point of inception where he discovered perfume and its emotional power, is also a land Serge Lutens fell in love with and that he’s never left. The Frenchman from the North looks back on the spiritual, human and creative dimensions of this magical encounter.

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Water, for Serge Lutens, has proved an obvious response to olfactory shackles and atmospheres overloaded with odours and superlatives. In 2010 it took the form of a minimalist fragrance, serving almost as a manifesto, that sparked a fresh revolution, even within his own brand.

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Serge Lutens reminisces about the images, sounds and words whose echoes still resonate within his personal œuvre : the literary inspirations and cinematic works that have marked his career and fired his imagination.

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Serge Lutens name has been associated with a particular image of a woman: deified, chronicled, glorified, emerging first in his crayon drawings at school, then later spotlighted in visuals and advertising campaigns that stamped his unique aesthetic mark on an industry that was already excessively codified.

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Serge Lutens looks back at his conception of makeup and his relationship with painting the face. His way of “staging“ the face – invisible or theatrical, but always instinctive and inspired – made him a legend: the world’s first-ever Makeup Artist.

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Serge Lutens talks about the dynamics and the tension that impel him to design ever more poetic and radical fragrances : “A bridge stretched between image and words“.

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