Maison Margiela to launch Tokyo-exclusive fragrance

Maison Margiela Fragrances is launching its first-ever city-exclusive scent, ‘Replica Eau de Parfum Letter Never Sent’, in Tokyo on October 1, 2026. The fragrance is designed to evoke the atmosphere of Tokyo in 1995, capturing the transition from analog to digital through a woody musk scent profile.

The fragrance features a ‘sumi ink accord’ in the top notes to mimic the scent of traditional ink on paper, followed by red cedarwood and white musk. It will be available at 10 specific fragrance stores in Tokyo, including the Omotesando flagship, and select fashion boutiques.

To celebrate the launch, a concept store will open at GINZA SIX for one year. The space will feature a ‘letter bar’ where customers can write letters and a photo booth designed to immerse visitors in the 1995 Tokyo theme. Additional promotional activities include experiential advertisements in Shibuya and special merchandise inspired by traditional rubbing techniques.