When Fashion Shows Rely on an Invisible Olfactory Architecture {The 5th Sense in the News}


Going further than the tribute gesture of Alexander McQueen leaving fragrance bottles of Fracas by Piguet on the seats of guests to his spring fashion show of 2008, an article in the New York Times relates how the catwalks are borrowing a method used in olfactory marketing by scenting their venues to add a supplementary sensory layer of enticement and attachment to brands...

"Scented runways, it seems, are the latest way designers try to bring their fashion fantasies into life. Among those who are planning to scent their shows this week are Peter Som, Joseph Altuzarra, Juan Carlos Obando, Calla and Sir New York."

Read more at A Generous Spritz to Set the Mood

You can also read a perfume review of BonBon by Viktor & Rolf which shows an aspect of this relationship between fashion catwalks and perfume which is currently trending or evolving. If we see more systematic associations between fragrance and fashion, then it will be an evolution. 

Photo courtesy of Chanel

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