Moses Sumney is no stranger to breaking the mold, and his latest venture as the face of Rabanne’s Million Gold Eau de Parfum Intense is yet another example of his boundary-pushing ethos. Known for his genre-defying music and fearless approach to art, Sumney brings his distinctive flair to the world of luxury fragrance. With albums that have captivated critics across the globe, from The New York Times to Rolling Stone, Sumney’s collaboration with Rabanne is a bold new chapter in his career.
This partnership is more than a simple brand collaboration for Sumney—it’s a dream come true. “Rabanne’s campaigns have always stood out to me; they’re iconic in a way that few others are,” Sumney explained. “This has been on my vision board for years, so seeing it come to life is pretty surreal.” For Sumney, the campaign isn’t just about promoting a fragrance; it’s about showing that anyone can find their place in the world of scent. He hopes to inspire a new audience, particularly men who might not typically engage with fragrance but are curious to explore it.
Million Gold’s scent profile, a rich blend of woody and musky notes, is a perfect match for Sumney’s own olfactory preferences. The fragrance, crafted by Givaudan’s Christophe Raynaud and Quentin Bisch, includes elements like vetiver, cardamom, and amber—scents that Sumney has long been drawn to. “Wearing something that resonates with your personal tastes makes all the difference,” Sumney remarked.
The visual impact of Million Gold is equally striking, with its gold ingot-shaped bottle and the brand’s signature XL link. This new addition to Rabanne’s fragrance lineup builds on the legacy of the original 1 Million, which debuted in 2008. Sumney finds Rabanne’s approach to fragrance—classy yet accessible—resonates deeply with his own artistic philosophy.
Sumney’s participation in the Million Gold campaign is more than just a high-profile endorsement; it’s a statement on representation and breaking down barriers. “For me, art has always been about who gets to create and who gets to be seen,” Sumney said. “Being part of something this significant as an indie artist—someone who’s always been a bit on the fringes—means a lot. It shows that there’s room for everyone, even those who don’t fit the typical mold.” His role in the campaign embodies a modern, fluid masculinity that challenges traditional norms, making space for diverse voices and identities in the world of luxury.
