WHAT: Louis Vuitton (spring 2025) OCCASIONS: fro-yo or walking up a gravel path, through tall heather, & at the crest of a hill spying your guru, who lives in a Brutalist compound IF IT WERE A SCENT: microchip factory EMOTIONAL RANGE: alienated/hyperorganized #MJMfashionGuide

WHAT: Ludovic de Saint Sernin (spring 2025) OCCASIONS: penicillin shot or sitting in a van on a stretch of road in Montana, agent calling panicked about a gig but you’re free now so screw those guys IF IT WERE A SCENT: marble, just used, shower EMOTIONAL RANGE: sultry/jaded #MJMfashionGuide

WHAT: Alexander McQueen (spring 2025) OCCASIONS: telling your bandmate that you love them while lighting their cigarette or resurrecting at midnight in a ruin near a loch, a bog IF IT WERE A SCENT: loam. so much loam. EMOTIONAL RANGE: gallant/encrypted #MJMfashionGuide

WHAT: Comme des Garçons (spring 2025) OCCASIONS: bat/bar mitzvah or when architecture becomes sentient, angry, an acropolis terrorizes you, the Guggenheim Bilbao eats its occupants IF IT WERE A SCENT: leather bound & scorched grimoire EMOTIONAL RANGE: dreadful/mirthful #MJMfashionGuide

WHAT: Yohji Yamamoto (spring 2025) OCCASIONS: NAILING an oboe solo or standing very still on the stone floor of an ancient pilgrimage church in the center of a candlelit circle on a misty morning IF IT WERE A SCENT: moss hanging from an oak EMOTIONAL RANGE: transcendent/sylvan #MJMfashionGuide

WHAT: Loewe (spring 2025) OCCASIONS: meeting future in-laws or being the serious one in your Romantic Poetry work group, saying, “I’m not getting a B because you didn’t f***ing read To a Skylark, Tyler!” IF IT WERE A SCENT: wicker basket full of apples EMOTIONAL RANGE: 🤨/🪩 #MJMfashionGuide

WHAT: Rabanne* (spring 2025) OCCASIONS: garden party in rabid wolf country or totally f***ing with TSA agents IF IT WERE A SCENT: ancient Greek pottery shard in a new metal box in a recently renovated archive EMOTIONAL RANGE: wary/spellbinding #MJMfashionGuide

WHAT: Courréges (spring 2025) OCCASIONS: Galatea but you started as an airplane, then became a Brancusi sculpture, & now you are a human with a VERY particular perspective IF IT WERE A SCENT: marble floor in a government building in Brasília EMOTIONAL RANGE: optimized/ruthless #MJMfashionGuide

WHAT: Saint Laurent (spring 2025) OCCASIONS: insider trading or the reading of the will of a man your mother called Uncle Caspar. Why were you invited? Why does everyone look like you? IF IT WERE A SCENT: cocktail thrown into a fire EMOTIONAL RANGE: audacious/charming #MJMfashionGuide

WHAT: Daniel W Fletcher (spring 2025) OCCASIONS: mining footnotes (to discredit Sir Wister Chadsworth-Jones, your cruel PhD advisor) or being pleasant at brekkie after a wild night IF IT WERE A SCENT: someone smoking in an orchidarium EMOTIONAL RANGE: enchanting/ruinous #MJMfashionGuide