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Fashion's avant-garde find scent irresistible

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  • akkeri
    Junior Member
    • Jul 2012
    • 29

    Fashion's avant-garde find scent irresistible

    For devotees of these cult fashion houses, the niche fragrances are another way to pledge allegiance and to stand apart from mainstream consumer trends. For the houses, the scents help expand upon the unusual ideas raised in their clothing collections – and, hopefully, generate reliable revenue in the process.

    I wrote a story for the Australian Financial Review about cult fashion brands creating perfume. Featuring the noses behind Boris Bidjan Saberi, Comme Des Garcons etc... plus quotes from Faust!

    New and established cult fashion houses are increasingly using fragrance to help define their edgy aesthetics.
  • SuzieQ
    Junior Member
    • Jun 2013
    • 5

    #2
    Thanks for your article!

    Comment

    • SuzieQ
      Junior Member
      • Jun 2013
      • 5

      #3
      Sensitive upgrade: Sense of smell as a power

      In correlation with the article by @akkeri we see that soon will be the birth of a new wave of perfumery safari - osmo stories from avant-garde fashion designers. We (the scent fan and the scientist) last year research the perfumery industry to find new optimistic ways for work with smells, having bypassed a traditional cliche about this artistic practice and business. We put different context and conceptual threads in one palm. And we offer some of our thoughts:
      - When we consider the burst of the traditional retail bubble, we know that it is affected by significant changes in society, one of which is a gender shift. Along with this came a shift in the perfume industry which experienced a period of preference for fresh green and dry wood fragrances (link below), which were increasingly “asexual” and approached to both sexes. In the past these have been the weakest positions in sales, but now we are witnessing changes: fashion shows are mixed (now it becomes the new-normal to carry out two shows simultaneously - male and female) and clothing sales are carried out immediately after the show (previously the shows were held one season earlier, and the shops had to wait several months until the collection was manufactured).
      - The Internet has also created shifts in consumer patterns: customers have become much more educated, have no patience, want simplification. Increasingly, we see that customers prefer local products and support local production - this is a global turn, because only there will we be able to differ from other global residents of the planet. Obviously we all have to slow down and build a new island in Blue Ocean for the new community's relations across gender and preferences.

      Perhaps several screens of statistics will be useful from link below if you are hotly curious as to the interrelated gender trends and changes in the perfume market. The smell is the strongest and most basic software of our body. We must trust this. The nose knows something.

      Link about Lecture by snobish Michael Edwards at Esxence 2016 - New Fragrances: A ten-years Review, 2006 to 2015.
      Fragrance guru Michael Edwards, the man behind Fragrances of the World.Info, perfumery’s most authoritative database, will present a 10-year review of new fr...

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