MAISON MARGIELA: COUP FATAL

A fragrance reimagined as a weapon.

Lorem Ipsum — Arash Giani, Coup Fatal for Maison Margiela, 2025. Concept, naming, logo design, and art direction.

PRELUDE — THE STRIKE

Maison Margiela didn’t want another perfume. They wanted a weapon — something beautiful enough to kill with. COUP FATAL was born not from romance, but from strategy. A fragrance designed to wound on contact.

ACT I — THE MARK

The identity fused Margiela’s quiet violence with the anatomy of a death blow. Typography was sharpened to a blade. The wordmark — COUP FATAL — crossed out and impaled by twin roses, their stems thorns. The bottle emerged as an artifact: a black monolith crowned with an ominous orb, half relic, half ritual device. You don’t spray it. You summon it.

ACT II — THE SCENE

The campaign unfolded like a triptych of cinematic assassinations.
Poster I — The Relic: the bottle alone on marble, awaiting confession.
Poster II — The Devotion: a model holds it like scripture, beauty disguised as faith.
Poster III — The Aftermath: a figure stands over the fallen —
the fragrance as consequence, the strike complete.

ACT III — THE LEGACY

COUP FATAL redefined perfume as declaration. It didn’t whisper seduction; it dictated surrender. Margiela’s philosophy — fashion as memory, violence, spectacle — was distilled into glass and shadow. Every element spoke in one voice: This isn’t allure. It’s aftermath.

Credits: Concept, naming, identity, and campaign art direction by Arash Giani.

CATALOGUE NO. 009 / SIGNA ARCHIVE / MAISON MARGIELA: COUP FATAL SERIES / 2025