There’s not much that will get me out of bed on a cold and wet monday morning. Fashion will, and in the said name of fashion, I attended the launch of the new Floris London 1927 Eau De Parfum. A launch which married fashion with beauty, history, feminism, gender, politics and culture in a charming shop on Jermyn Street, London.
L-R Alex Oprey, Edward Bodenham, Amber Butchart and Alexandra Shulman
The launch was a continuation of the Floris’ Fashion Journals series, which are love letters to London. They combine social history with the fragrance that capture the essence of that time. The 1927 fragrance is the 1920s, my favourite cultural decade (fashion, jazz, art, literature), in a bottle.
To kick off the new fragrance, there was a fascinating live panel discussion headed up by ex-Editor of Vogue Alexandra Shulman and Fashion Historian Amber Butchart, alongside the Edward Bodenham (9th generation family member of this historical British perfume house). So what did I learn?
“The 1927 fragrance is the 1920s, my favourite cultural decade (fashion, jazz, art, literature), in a bottle. “
ONE.
The most significant point of any decade is around the 5s and 7s. The influence of the past decade has been shed and a real sense of identity is formed. Which is why the fragrance in called 1927, this was a time of huge cultural, fashion, music, art, gender and political shifts. A time of peace and prosperity, when fragrance wasn’t just about hygiene it was a luxury, an expression of one’s identity.
TWO.
Floris London is 300 years old, 300 years!! The location of the launch has been it’s flagship store since the beginning. Which goes to show how slaying in your lane works. It is independently owned, which means it drums to it’s own beat and doesn’t have to compromise on quality or release loads of fragrances for the sake of it. It can concentrate on create extraordinary products, which can withstand the test of time, war, upheaval, etc because of their calibre. It’s no wonder it retains the sole beneficiary of Perfumer to Her Majesty.
“Which goes to show how slaying in your lane works.”
THREE.
The idea of gender specific fragrances is quite a new concept. It was really pushed to the forefront of our minds, when marketing guys needed a way to flog ‘macho’ fragrances, like Brut, to the masses. Over recent years there’s been a return to unisex fragrances, as men want more florals and us gals more sandalwood and spice. That’s what’s extra special about the Floris London 1927 Fragrance, I can twin with my husband.
FOUR.
It is possible to smell a fragrance and it take you somewhere in your memory, somewhere you have never been or even somewhere back in time. It’s about researching scents and going back into archives. It’s about progression too and modernity. Did you know the scent of now is citrus, following years of ouds? Floris London 1927 includes notes such as bergamot, violet and patchouli to create something that smells like a glamorous bohemian party, jazz, smoke, energy, confidence and elegance. My kinda party.
“Floris London 1927 includes notes such as bergamot, violet and patchouli to create something that smells like a glamorous bohemian party, jazz, smoke, energy, confidence and elegance.”
FIVE.
Luxury is about so much more then a price tag. In fact 21st century luxury includes time and self care – no truer then for us mums. Wearing fragrance is such a beautiful way of treating yourself to a bit of the luxe life every day. Taking care of yourself in these mini rituals, a spritz of fragrance before the school run or a slick of lipstick before you head into the office is everything.
It is simple, it is practical and it’s effective in lifting your mood. It is special and you deserve it ladies. For that brief moment, nothing else matters but you. Enjoy that feeling!
Floris London 1927 Eau de Parfum launches next month. 100ml, £140 at www.florislondon.com
Yvadney x