Hermès courtesy picture © Quentin Bertoux
French luxury house Hermès is preparing to launch a new feminine pillar at the end of summer 2017 called Twilly, a composition inspired by the young women of today and a feel for what one can witness of their lives on the streets...
In-house perfumer Christine Nagel is harnessing the creativity, irreverence and cultural mixity of the curb to infuse her well-known love of perfumery materials with a renewed perspective on contemporary femininity. She sees a hyphen between the meandering city and Hermès at 24, Faubourg Saint Honoré (also the name of one of their perfumes) observing that,
"From the Street to the Faubourg, the Path is Short"
"Entre la rue et le faubourg, le chemin est court"
This sounds, expressed in the polite lingo of a luxury brand, perhaps like the most sociologically-aware Hermès perfume to date. At her new homeport, Nagel started out her own library of creations with a rhubarb cologne, Rhubarbe Ecarlate, which was a study of a material. This was followed by Galop d'Hermès, the scent of an idealized feminine personality, that of a free and conquering woman. Then, Eau des Merveilles Bleue was about a paradoxical childhood gustatory memory: tasting a pebble on a beach.
Hermès courtesy picture © Publicis et nous
With Twilly, named after a line of slim and smaller silken scarves by the house, the perfumer wishes to capture the Zeitgeist, which a young generation of women collectively contributes to, thanks to her observation of how they appear to behave daily on the streets of a city, Paris.
If you think that for the longest time, fashion houses were seen as authorities on taste, officially leading street fashion and style, now comes a more explicit acknowledgment that the streets are a vivid source of inspiration - a modern perspective, exemplified by, say, the opening of museums of street art, refuges for an art which now can get stolen.
The new eau de parfum revolves around three main notes: ginger, tuberose and sandalwood. It launches on August 28, 2017. Stay tuned for a review of it.
Twilly d'Hermès, eau de parfum vaporisateur 30 ml : 59 euros • 50 ml : 88 euros • 85 ml : 122 euros
[Via press release]