Billie Eilish Fragrances
Beginning with Billie Eilish's debut fragrance, Eilish, the goal was to create a signature fragrance identity that felt deeply personal while establishing a distinctive presence in the prestige market. Inspired by Billie's favorite part of the body—the décolletage and collarbone—the sculptural amber-bronze bottle became an iconic expression of her aesthetic, balancing soft curves with bold architectural lines.
The collection expanded with the darker Eilish No. 2 flanker before evolving again with Your Turn, introducing a striking new bottle inspired by the concept of time and continuous motion. The Your Turn bottle was recognized with a 2025 Pentawards Silver Award, further validating the strength of the collection's design innovation. Together, the three fragrances created a cohesive yet evolving design language, transforming Billie's creative vision into a collectible fragrance portfolio defined by artistry, innovation, and unmistakable brand recognition.
the challenge
Create a fragrance collection that authentically translated Billie Eilish's personal vision into an iconic and ownable design language. Each launch needed to feel distinct while maintaining a cohesive brand identity, balancing artistic storytelling with technical innovation to create bottles that would become instantly recognizable and highly collectible.
The collection established a highly recognizable fragrance franchise defined by sculptural bottle design and compelling storytelling. From the iconic debut of Eilish to the evolution of Eilish No. 2 and Your Turn, each launch strengthened the brand while remaining true to Billie's creative vision. The result was a collectible fragrance portfolio with standout shelf presence that deepened consumer engagement and reinforced the brand's position in the prestige fragrance market.
ROLE: CREATIVE DIRECTOR
AGENCY: JMD
PHOTOGRAPHY: COREY MAYWALTH, RYAN MONAGHAN
STUDIO: WHITE HONEY