9 August 2018

H&M launches fragrance collection developed in collaboration with Givaudan perfumers - inspired by the art of perfumery and scents as wardrobe

From 16 August, the new H&M fragrance collection consisting of three lines and in sum 25 scents will be available in stores (with beauty departments) and online. (In Austria, the range will be available from the end of August.) For the development of the range, H&M collaborated with Givaudan perfumers Olivier Pescheux (known for successful compositions) and emerging new talent Nisrine Grillié. Fragrantica publishes at the extensive work list of Olivier Pescheux (adidas, Dior, Davidoff,...) already the H&M fragrances (mainly unisex) with closer details such as main accords.

The idea behind the three lines is a playful approach to the world of perfumery like in fashion where a wearer is styling on one day a unique outfit from single basic pieces, slips the other day into an item from the edgy ready-to-wear wardrobe or prefer for special occasions high couture. H&M names the collection in the press release 'wardrobe of fragrances'.

The line 'The Singles' consists of 10 Eau de Toilettes, each developed around a single basic note - berries, vanilla, chocolate,..., which may inspire wearers to compose new, own fragrance layers by combining notes (each note for 4,99.- Euros). One of 'The Singles' is staged around cotton-flower; it's named 'T-shirt'.

'The Reveries' line of 10 blended notes is similar to ready-to-wear. 'The Reveries' carry names like 'Formentera', or 'Freewheeling' and pay homage to memories, feelings associated with scents.

fig.: On view on this page the 150ml Body Mist (lighter than Eau de Toilette) bottles from 'The Reveries' collection, one for 7,99.- Euros; the Eau de Toilette is available in 75ml flacon for 14,99.- or as 10ml travel size.

The couture-like collection 'The Essences' consists of five Eau de Parfums (higher concentration of essences than in Eau de Toilettes) containing ingredients like sandalwood, rose, or patchouli (50ml, 24,99.- Euros; also available as 10ml perfume oil).


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