J.Crew to launch fragrance

J.Crew's first foray into fragrance was never going to be run-of-the-mill. It's little surprise then, that instead of choosing a signature flower to inspire the scent they chose an event. More specifically, Peggy Guggenheim's ground-breaking 1943 'Exhibition by 31 Women', the first all-female modern art show in the US, which showcased works by the likes of Frida Khalo and Helen Frankenthaler.

The brand worked with fragrance developer Carlos Huber of Arquiste, and also Givaudan perfumers Rodrigo Flores-Roux and Yann Vasnier to create the two scents, No.31 and No.57, which begin its journey into the world of fragrance.

But how do you create scents inspired by an event? Well, you look to the hedonistic cocktails that were consumed on the night and the décor that adorned the venue, of course.

"Guggenheim had oak chairs so patrons could sit down and admire art. The walls, floor and ceiling were all done in wood," Huber tells WWD. "Of course she didn't just serve wine and sparkling water. There were Manhattans, negronis, and gin-and-tonics - all these cocktails that were popular during that era," said Huber.

The former, No.31, is inspired by the provocative perfumes worn by the guests. Bold notes of red vermouth, eau-de-vie accord, and Bulgarian rose with damson plum, patchouli and oakmoss combine for "an addictive, intriguing fragrance". No.57 - named after the East 57th Street address of the gallery - meanwhile is a unisex fragrance inspired by the woody scent of the gallery's curved oak walls and the aromatic cocktails that filled the room.

The Arquiste for J.Crew fragrances are available in bottles of 50ml/1.7fl oz for £78 or a 10ml/0.35fl oz rollerball for £25. They will be available starting September 23rd at J.Crew, 165 Regent Street, London, W1B 4ND, 175 Draycott Avenue SW3 3AJ and the Sloane Square store opening September 2014.

Via: J.Crew to launch fragrance