Last week, I had the pleasure of popping to Libery London to celebrate the launch of Diane Pernet’s four unisex fragrances in London. I caught up with Diane about her new venture to find out more about the perfumes and their inspiration.
RR: As one of the most prominent fashion visionaries, what drew you to scent? What did you want to communicate?DP: I started off in the industry as a fashion designer and over the years have become a fashion curator, blogger, filmmaker…there are so many dimensions I enjoy in fashion. I have always loved perfumes and the time was just right. I created my blog ten years ago on 5th February 2005 and then progressed to A Shaded View Of Fashion, a product was the next step. I met Celso Fadelli, CEO of Intertrade Group, four years ago in Florence and we have been developing the fragrance for three years.
RR: How did you approach creating your first set of fragrances?DP: It was a very long process but we wanted to get it right. We started with three noses then narrowed it down to one and developed each fragrance one at a time. I have over 100 trial perfumes – I don’t know what I’m going to do with them all!
RR: What was the most interesting part of the process?DP: The whole process actually, it’s like alchemy, you’re creating a dream and making it a reality. My fragrances are very personal; it’s almost like giving away a part of me.
RR: How would you describe To Be Honest, Wanted, In Pursuit of Magic and Shaded?DP: They are all different but complementary, to suit different parts of your personality. To Be Honest and Wanted are both woody. To Be Honest is more spiritual, inspired by old churches in Italy and their heavy incense scent. Wanted is more carnal and sensual with notes of leather. In Pursuit of Magic is lighter with citrus and patchouli notes and Shaded is slightly marine, like the memory of salt on your skin. It’s my nocturnal scent.
RR: What was the inspiration behind each scent?
RR: The boundaries between gender are becoming increasingly blurred in fashion and each of your scents is unisex, what do you think of this shift?DP: I never liked wearing women’s fragrances; I wore Comme des Garcons unisex fragrance for years and also Guerlain’s Vetiver for men. I like the notion of genderless fragrance.
RR: You have had an incredibly varied career, from journalist and blogger to critic, filmmaker and now perfumer. How has fashion evolved in this time?
RR: What drew you to collaborate with Liberty?DP: I just love Liberty; it’s been my favourite store for decades. It’s a store like no other, it has a beautiful heritage yet it’s innovative and almost noble.
RR: Aside from Liberty, what are your favourite places in London?
RR: Finally, what’s next for your brand?DP: Well, we do have a new perfume in the making. I really love it, it’s been such a fantastic journey and I can’t wait to share it.