How do you sell perfume to men? Jean Paul Gaultier is doing it on Twitch.

As the "enfant terrible" of haute couture, Jean Paul Gaultier has given us Madonna's cone bra, the costumes from The Fifth Element, and several other out-there designs. In 2026, Gaultier is once again trying something new: To promote a perfume called Le Male Elixir, Gaultier has brought his fragrance to video game streams on Twitch. The center of Gaultier's Twitch-set activation is Le Male Island, a custom-built location within the upcoming game Let's Build A Dungeon. In tandem with the game's developer, Springloaded Games, Gaultier and the Twitch Brand Partnership Studio built a seafaring world inspired by Le Male Elixir's nautical notes. Visit Tubefilter for more great stories.

Last updated Aug 23, 2026 by the ATDb Editorial Team