Maison Margiela wanted a fragrance that didn’t just smell fatal, it had to look like a weapon. A perfume that embodied elegance as danger, seduction as strategy, beauty as violence.

We created Coup Fatal, a name that lands like a strike. The identity fuses Margiela’s avant-garde roots with the language of death blows: sharp typography, a crossed-out wordmark slashed by two roses with thorns as stems, and a bottle that feels like a dark artifact, half luxury, half ritual object.

The design system is anchored in contrast: a brutalist logo impaled by roses, a monolithic black cube bottle crowned with an ominous orb, and a campaign shot like cinematic stills where models appear as assassins, elegance wrapped around menace. The three-part poster series frames Coup Fatal as a seduction that doesn’t ask, it commands. Poster I presents the product as relic, a fatal object on marble. Poster II shows a model holding the bottle like scripture, fatal devotion. Poster III depicts a figure standing over the fallen, the perfume as aftermath, the coup complete.

Coup Fatal transforms perfume from accessory to declaration. It doesn’t whisper desire, it makes it fatal. A perfect alignment of Margiela’s philosophy: fashion as memory, as violence, as spectacle.