Photo: kenzo on Instagram

While Kenzo may be best recognized for its edgy designs and vivid prints, the French fashion house is now breaking into new beauty territory. Kenzo has officially taken another step into the fragrance game, with its latest perfume Kenzo World. To highlight its newest offering, the label has released a surprisingly quirky and playful fragrance ad.

Directed by Spike Jonze, the ad explores a theme of rebellion and strays from the typical polished beauty of perfume campaigns. In the video, 21-year-old actress and dancer Margaret Qualley is attending a gala when boredom strikes, and she suddenly escapes the event. The beautiful young woman then breaks out into dance in the halls of the stunning venue, kicking her legs and cavorting wildly.

The ad certainly seems to carry a theme of escape, passion and adventure, although the actual fragrance can’t be spotted in the clip! According to Kenzo’s official Instagram account, the debut scent was developed by the label’s co-creative directors, Carol Lim and Humberto Leon. The design duo worked in partnership with perfumer Francis Kurkdjian, with choreography by Ryan Heffington and music by Sam Spiegel & Ape Drums feat. Assassin.

With its edgy dance moves and high energy, the ad for Kenzo World is certainly a change from everyday beauty campaigns. Here’s a closer look at the video:

https://www.youtube.com/watch?v=ABz2m0olmPg