Yardley Jade (2014): If You Love Perfume, You Must Embrace Myth-Making {New Fragrance}


Yardley of London have launched a new women's perfume in their Signature Fragrance Collection called Jade. It is inspired by an oldie 1960 composition by the house entitled Sea Jade, which at the time was said to be a fragrance reflective of "The mysterious East..."

A retro commercial from the time shows the way the perfume positioned itself as it launched when hippie, beatnik sensitivities looked towards the East for philosophical guidance,

With its descendant today, Yardley see the new Jade, a chypre signed by perfumer Anne-Sophie Chapuis of IFF, as embodying the heyday of the swinging 60s London - a scene of high creativity, revolt, breaking of codes, affirmation of ebullient youth culture and new, unconventional beauty icons like Twiggy and Jean Shrimpton.

To represent the era in scented form however, the brand went for a light touch.

"Yardley London Jade is a retro-inspired, fresh and elegant, green floral chypre capturing the spirit of the 60’s."

The eau de toilette opens on fruity, aromatic green top notes of peach, bergamot and galbanum leading to an airy floral bouquet heart of rose, jasmine, ylang-ylang and orris, delicately prolonged by base notes of patchouli, sandalwood and moss.

"Jade, The New Myth", you could say.

Price: £19.99 for 50 ml. 

Related Posts

Leave a Comment