Fragrance campaign

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Hakima Athuai Probes Empowerment in Mixte FW 2022
“Between the revocation of abortion rights in the United States and the acceleration of climate change, 2022 could seriously discourage us and amplify our feeling of powerlessness. . . It is the concept of empowerment that we have chosen to address and develop as a theme throughout this new fall-winter 2022/23 issue . . . this theme deals with self-assertion, independence, accomplishment, free will and creativity. As Montaigne said "true freedom is to have power over oneself for everything". ⁠