MSCHF, a company that runs on ‘structured chaos’ is going viral and selling out products in minutes, from Jesus shoes to toaster-shaped bath bombs. Their latest offering takes two iconic scents from different ends of the spectrum for one unique fragrance. No. 5 Axe blends Chanel No.5 with Axe body spray.
Picture Chanel No. 5 in your mind’s eye and you may see a certain golden color, perhaps conjured alongside generic images of Marion Cotillard or Brad Pitt. But think of Axe and you feel that acrid burn in the deepest recesses of your sinuses; you remember vividly the sun slanting through a high window to cast striped shadows through the half-open metal door of a school locker. You can taste it floating on the air–that brutal tactless scent–struggling valiantly to mask its wearer’s particular pubescent musk and failing, ever failing, creating a nasal cocktail of unrivaled pungency.
Ordinarily, pouring an Axe perfume inside an iconic Chanel No.5 flacon would be a cruel prank but Brooklyn Based creative label MSCHF converts pranks into pennies by doing just that. There is a skinny line between creativity and travesty which is effortlessly unseen by MSCHF, and we have a new perfume that marries the two ends of the social spectrum- Axe and Chanel No.5 perfumes.
The Chanel x Axe ‘collaboration’ is the latest gag from MSCHF, the same label that annihilated $122,500 worth of genuine Hermès Birkin bags to create Birkenstock sandals. They’ve taken the commonplace Axe Body Spray and poured it into the iconic Chanel No.5 flacons, revealing a bright green, coolant-colored, liquid perfume, and were kind enough to slap on a new label. MSCHF stated, ‘Iconic’ is in no way synonymous with ‘good,’ and in the fragrance world, Axe deserves the label as much as Chanel. At the end of the day, where icons are concerned, there is no good or bad; It is merely visible and invisible.
We’re guessing it’s the latter recollection of high school that many will most likely associate this with. Priced at a staggering $400 USD, the lime-green iconic bottle of liquid gold sold out in just 20 minutes, which marks MSCHF’s 41st successful drop.
Come into the beautiful world of MSCHF.