Yardley just launched their "first premium perfume" as a floral chypre this year. It is reportedly inspired by a revivalist 1920s atmosphere. After thinking about it for a little while we think they're referring to the remake of The Great Gatsby by Baz Luhrmann and of course even more so to the popularity of the Downton Abbey TV series now currently shooting their 4th season. The new fragrance is called Polaire, and this might be a reference to the pole star or to French actress Polaire (1874-1939)..
What they say is that the eau de toilette is,
"Inspired by the 1920s' revival, Yardley London is proud to introduce it's first premium fragrance, POLAIRE, a sophisticated and seductive contemporary floral chypre, the epitome of understated glamour and pure elegance. Opening with a fresh, fruity green top note of pear and freesia with a spicy floral heart of rose, ginger and pink pepper and a sensual powdery base of patchouli, amber and balsam. Available in a beautiful, vintage-inspired glass bottle."
The name of Yardley has been associated with Downton Abbey previously when it was revealed that the actresses of the hit series were using Lily of the Valley by Yardley to get into character.
Last year, the brand released Royal Diamond on the occasion of the Queen's Jubilee, but it was still priced in their usual range of prices.
It looks like they have decided this time to move further away from their image as a provider of soliflores and to borrow from the codes of chicer perfumes, a chypre being a signaller of elegance.
Price is £19,99