Rather than come in an understated glass bottle, Philipp Plein’s new men’s fragrance is dispensed in a 1 trillion black credit card and is, according to the brand message, “a borderless invitation for Philipp Plein’s tribe and millennials all over the world to step into his excessive, hedonistic, unlimited high-voltage life.” And you thought it was just a fragrance. The card’s membership denotes Plein’s 1978 birth year, while the chip acts as the spray cap. Made by master perfumer Alberto Morillas, No Limit$ eau de parfum is spicy, woody and leathery with notes of black pepper, cardamom and bourbon vanilla. The fantastically flamboyant Plein spoke to EDGAR about adventure, dreams and living his brand 24/7.
You once said, “I live the brand.” Does that ever get exhausting?
I am the brand! So if I ever get exhausted by living it, then I should quit.
You are very much front and centre of your company. Was that always the plan or did it evolve that way?
I entered the fashion industry by chance and the only plan season by season was to grow and make beautiful things. I crave action, I love being creative and I am very involved in every single process, from design to sale. Being so involved in everything made the brand reflect myself and my lifestyle so this was inevitable.