© George Chinsee
American fashion designer Derek Lam launched a collection of 10 perfumes called 10 Crosby named after his seminal experience of street style gazing as it would take place near the eponymous address. The scent library includes "2 AM Kiss," "Ellipsis," "Rain Day," "Blackout," "Drunk on Youth," "Hi Fi," "Something Wild," "Silent St.," "Afloat" and "Looking Glass"...
For Lam, who keeps returning to the same point of origin, it is about what he sees from outside his window. He explained that,
"What it is basically are fragrance interpretations of my feelings about New York," Lam said. "My feelings about the women that I see, especially on Crosby Street -- kind of imagining her moments, her life, her occasions. Not just how she looks, but emotional occasions, funny situations, romantic [episodes] -- kind of linked together," Lam said in an interview. "They are related through my lens; literally, me looking out the window."
The experience has been so defining, it became the name of a new design line, 10 Crosby in 2011, the couturier wanting to offer a more accessible collection of clothes for women, stylish still but with a downtown feel. Lam has moved away from that street since his beginnings, yet kept its socio-geographical symbolism alive.
A Still from the Video 2 AM Kiss © Courtesy Photo
Each perfume is illustrated with a short movie which wishes to be more creative than commercial although Henry Joost and Ariel Schulman, cofounders of Supermarche/Moxie Pictures Production, entrusted with the project, are really putting art at the service of efficient marketing communication to their target audience, the Millenials, or those who have that mindset.
The perfumes are sketched in the following manner:
SILENT ST. Crosby Street at First Snow. A moment of total peace and purity in the middle of the chaos of New York City. The essence of pure white musks.
LOOKING GLASS Dusk on Crosby Street. Celebrating the idea of dancing through life with wild abandon. A spontaneous blend of Chinese magnolia and tonka bean Madagascar imparts a warm layer over a delicate floral note.
HI-FI A Saturday afternoon, Crosby Street. New York City. Living life in High Fidelity. Notes of pink peony flirt with stylish French narcisse to create an unexpected velvety experience.
DRUNK ON YOUTH It happened on Crosby Street. A Connection in time, love, lust and youth. Natural notes of honeysuckle mingle with bright, crisp apple for a sophisticated effect.
© George Chinsee
AFLOAT An escape to a rooftop. Crosby Street overlooking New York City. The shared mischief of being up there. Modern white mimosa evokes the feeling of sunshine on a hint of darker orris.
RAIN DAY A rainy day on Crosby Street. The confidence to find something beautiful and meaningful during a Rain Day. An enchanting balance of tropical vetiver Haiti and citrusy neroli Tunisia creates a surprisingly fresh scent.
SOMETHING WILD Every day on Crosby Street any moment can become a surprising adventure. An unexpectedly addictive blend of cedar wood and vanilla bean Madagascar with a smooth, dark finish.
ELLIPSIS Evening on Crosby Street. Their eyes meet. What could happen in the ellipsis between...An anything-is-possible blend of warm sandalwood and jasmine that results in something entirely modern and feminine.
BLACKOUT A blackout on Crosby Street. Downtown has gone dark. Tonight, all bets are off. A deeply romantic pairing. Complex Osmanthus and Chai Tea Essence...the sweetness of the flower with the passion and danger of the spicy chai tea.
2AM KISS Crosby Street, late night. Empty street. A beautiful, passionate, all-encompassing kiss. Salty caramel wrapped in a rich crystalized amber - irresistible and slightly intoxicating and absolutely addictive.
"A fragrance and film premiere will be held on Feb. 2 at the Angelika Theater in Manhattan."
Via WWD; Derek Lam 10 Crosby