The anticipating wait is over. One of the best high end fashion designer brands in the world has finally opened their very own fragrance house and as a fashion observer, the house is representing every value that McQueen fans could desire in this new gothic, enchanted narrative for 2016 and I am loving it. The perfume went on sale on the 1st March in Harrods and Alexander McQueen boutiques in Paris, London and Monaco starting at an unbelievable price of £300!! As a student I best get saving now if I ever want to be an owner of this exclusive keepsake fragrance.
As for the story behind the fragrance which is set at night, the perfume channels an image of dark beauty, gothic fascination and mysterious romance in an enchanted forest. The campaign, shot by the Italian photographer Paolo Roversi, stars Maartje Verhoef, who has modelled for McQueen's five previous fashion shows and has now bagged herself a campaign with the authentic, timeless brand. Verhoef wears a custom-made gown with 3-d black flower embellishment capturing a vision of winter frosted florals and has been photographed in the forest by the 17th-century Chateau de Courances near Fontainebleau. A destination that symbolises the combination of history, class and destination themes that run through the brands image.
“It’s about night time, dreams, obsessions, collections and the sub-conscious,” said Sarah Burton, the creative director of Alexander McQueen before the London show, that took place because of the fragrance launch event the following day.
The creative director also suggested how the perfume reflected the dark and daring brand values that were confidently built by Lee Alexander McQueen himself back in 2001 after leaving Givenchy. “I wanted this fragrance to come from night flowers, the kind that exudes an eternal freshness once the day is gone. Here at McQueen, we are all about discoveries and the eternal blossom; originality in an atmosphere of tradition, craft, and daring.”
The juice of the scent is made up of sambac jasmine, tuberose and ylang-ylang. As for the top notes of the perfume, McQueen has used aromas of clover, pink, black pepper and vetiver. Arguably these notes, especially tuberose, provide erotic connotations of sensuality, danger and orgasmic inducing power. However, the scent of jasmine represents a naturalness and sweet undertone. The note of ylang-ylang adds an exotic oriental approach to the perfume to provide represent the daringness and experimentation of the brand.
McQueen's Parfum for 2016
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