Joya Studio Foxglove Goes After The Universal Scent of New York City (2014) {New Perfume}


Joya Studio launched their newest perfume in two years. It's baptized Foxglove after a little-known historic fact about the botany of New York City in the 19th century...

Brand founder Frederick Bouchardy was interested in the past of Central Park near which he was brought up.

He found out that the plant Foxglove (digitalis purpurea) - which is actually very poisonous; its digitaline component was a famous poison - used to be a much more common sight at that time. It is also odorless which serves as a symbolic point for making it the perfect white canvas onto which to project your own fantasy of the ultimate NYC scent, he told The New York Times,

"While researching foxglove, I read somewhere that it covered New York City in the 19th century, and because it has no smell, it can become the 'mascot' of the scent of New York City," he says. "It's also a bit poisonous, and of course the city has an element of danger."

foxglove_moodboard_TSS.jpg This led to a more encompassing and paradoxical take on the main source of symbolic inspiration,

"The Romantic Movement, during which America's most influential landscaped parks were designed, recognized in nature a refuge from the spreading Industrial Revolution. With Foxgrove, we are striving to capture that feeling of sanctuary-and, more literally, a kind of soft green explosion."

Foxglove parfum has top notes of Blood Orange, Salt Meadow Grass & Hyacinth Leaves; mid notes of Honeyed Jasmine, Camillia & Jonquille; base notes of Treaty Oak, White Cedar & Wild Musk.

Exclusively available on Net-a-porter 24€ for 10 ml and 88€ for 75 ml.

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