On Thursday, October 1, 2026, Maison Margiela Fragrances released the Eau de Parfum "Tokyo Memories," available only at select stores in Tokyo. The brand positions it as its first city-exclusive fragrance.
Ahead of the release, on Wednesday, September 30, a launch event was held at the "Maison Margiela Fragrances Concept Store" in GINZA SIX. The company announced the event on October 2.
Recreating the scent of a "letter" set in Tokyo in 1995
"Tokyo Memories" is a Tokyo-exclusive fragrance set in Tokyo in 1995 that recreates the scent of a "letter" that awakens hidden feelings. The company describes a scent in which the aroma of ink quietly rises, layering fragments of memory with the breath of Tokyo. It comes in 100mL at ¥31,900 (tax included, manufacturer's suggested retail price). The retail name is "Replica Eau de Parfum Letters Never Sent."
A launch event welcoming about 30 guests
About 30 guests attended the event, including Anna Ishii, Daiken Okudaira, Sho Kasamatsu, Rin Kataoka, Nobuyuki Suzuki, Shoma Nagumo, Ayu Makita, Yuka Manami and Shuntaro Yanagi (in Japanese syllabary order).
At the concept store, in addition to the fragrance, you can experience store-exclusive content: a "Letter Bar," where you deliberately pick up a pen and write a letter in an age dominated by digital, and a photo booth that expresses the world of Tokyo in 1995.
Anna Ishii said, “Personally, I really love the culture of letters. Precisely because digitalization is advancing, I love letters that carry warmth from your own hand and are sent by following the steps.” Rin Kataoka commented on the scent, “When I actually smelled it, I strongly sensed ink and paper. It smelled like opening a book or being in a library, and it made me feel very nostalgic.”
Tokyo Memories: price, release date and where to buy
- Product name: Tokyo Memories (retail name: Replica Eau de Parfum Letters Never Sent)
- Size: 100mL
- Price: ¥31,900 (tax included, manufacturer's suggested retail price)
- Release date: Thursday, October 1, 2026
- Where to buy (10 Tokyo-only stores):
Maison Margiela Fragrances Omotesando Flagship Store
Maison Margiela Fragrances Concept Store (GINZA SIX)
Maison Margiela Fragrances Store Shibuya Scramble Square
Maison Margiela Fragrances Store Shibuya Parco
Maison Margiela Fragrances Store Isetan Shinjuku Main Building
Maison Margiela Fragrances Store Isetan Shinjuku Men's Building
Maison Margiela Fragrances Store Matsuya Ginza
Maison Margiela Fragrances Store Lumine Ikebukuro
Maison Margiela Fragrances Store Seibu Ikebukuro Main Store
Maison Margiela Fragrances Store NEWoMan Takanawa
*In addition to the above, it is also available at nine Maison Margiela fashion boutiques in Tokyo.
The concept store opened on Thursday, October 1, 2026, as a one-year long-term pop-up. It is located on GINZA SIX B1F (6-10-1 Ginza, Chuo-ku, Tokyo 104-0061), open 10:30 to 20:30, telephone 03-6274-6757.
Maison Margiela is a haute couture house founded in Paris in 1988 by Martin Margiela and Jenny Meirens. Glenn Martens is now its creative director, and the house offers fragrances alongside fashion, leather goods, shoes and accessories.
Image: courtesy of Maison Margiela
