On March 9, during Balenciaga's ready-to-wear show orchestrated by Demna (who has since joined Gucci as creative director), guests unknowingly took part in a unique sensory experience. Breaking with fashion's usual codes – where a neutral atmosphere is preferred or, at most, a venue is perfumed, in this case an enormous structure set up in the Cour des Invalides – it was the models themselves who released a mysterious olfactory trail this time.

With every passage, a floral and metallic scent filled the air: a sculptural, theatrical rose, "operatic," in the house's own words. At that moment, no one knew the origin of this intriguing trail. Many did not even notice it. Four months later, Balenciaga (owned by the Kering group) revealed the secret: This fragrance, named 100%, would launch a brand-new olfactory collection, officially released on September 10.

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