Paco Rabanne’s Pacollection Seen as Game-Changer

PARIS — Paco Rabanne’s Pacollection of fragrances aims to break the rules — from its soft packaging to the line’s atypical juices, purely digital communication fronted by characters, and in-store merchandising.

The project is the first embodiment of the house’s One Rabanne strategy, launched two years ago, which melds its fashion and perfume activities. Pacollection also represents the first fragrances conceived by the brand’s creative director Julien Dossena.

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