Waft 2: J'adore Dior, December 2008

Financial Times/Elle magazine/Easy Living magazine/Red magazine/Elle magazine (small edition)
December 2008

Wafts are collections of perfume adverts found on the back covers of magazines and in double-page spreads of newspapers in the run up to Christmas. Each Christmas there are suddenly a lot more perfume ads than normal, and there is always one dominant campaign which appears in nearly every magazine and newspaper. In December 2008 this was J'adore Dior.
A Waft is a collection of these adverts found on magazines of different sizes; when lined up they trail away like a scent. As time passes the magazines will age and yellow, and the ad campaigns will begin to look dated, so that in the future each Waft will hopefully function like a scent, in its capacity to be a sudden and detailed reminder of a point in the past.