Madonna‘s alias “Madame X” is an unlikely inspiration for a fragrance, but this is exactly what has inspired the London-based label IIUVO for its latest project. Tapping Madonna herself, IIUVO and the multidisciplinary superstar have combined to create an Eau de Parfum titled “Madame X,” an olfactory concept developed over the past two years in secrecy.


Much like Madonna herself, “Madame X” the fragrance travels the world — only it does so through the power of scent. Fresh and floral notes are drawn from the Mediterranean coast, while mystical and mysterious elements are taken from the East. This is met with the sensuality and rebellious spirit that Madonna has explored throughout her decades of performing, and more recently with her Madame X persona.

To celebrate this collaboration, Madonna and IIUVO have enlisted Sang Wha Yim to create a triptych that further explores Madonna’s attitudes. The bottle itself is typical of IIUVO — clear with a black grained lid, featuring debossed branding and, for the occasion of “Madame X,” distorted black printed branding on top. This is served in a gray box featuring red “X” detailing.

Madonna x IIUVO “Madame X” is available on IIUVO’s website, on Madonna’s website, and at select retailers worldwide now. 100ml bottles are priced at £190 GBP (approx. $246 USD).

In case you missed it, check out what happened when HYPEBEAST spoke to IIUVO — and more — about our relationship with perfume.