Issey Miyake Parfums celebrates the power of graphic design by inviting Philippe Apeloig, “the typographer who makes letters dance”. Using the iconic bottles of L’Eau d’Issey and L’Eau d’Issey pour Homme as a springboard, the French graphic designer has devised a new bespoke typeface for the brand.

This striking font will “dress up” the fragrances in a series of seasonal offerings throughout 2017, with special decors designed for Valentine’s Day, Father and Mother’s Day, Summer Editions and Christmas gift coffrets.

Crowning this creative partnership, Philippe Apeloig brings his typeface to life in three animated short clips. Fascinated by contemporary dance, the typographer creates movements for his letters, based on three variations he created for spring, summer and Christmas. In these poetic videos, the names of the scents become bold, playful forms of expressing the power and fluidity of Issey Miyake’s iconic fragrances.