Photo by Toby McFarlane
American fashion designer Jason Wu has released his debut fragrance simply called Jason Wu eau de parfum, which he is positioning as niche, Proustian and all-around nostalgic. It was developed with Parlux, which usually specializes in celebrity scents and designer labels...
This explains perhaps why the company took a celebrity-friendly approach by digging into Wu's personal olfactive memories.
Hailing from Taiwan, Wu said that he had to smell about 400-500 perfumery materials, according to Forbes, before narrowing it down to one he consistently loved, sambac jasmine. Then, this realization opened a flood of memories from the time of his childhood as he remembered a wall covered with the flowers and his habit of making garlands with the blooms together with his cousin to perfume his room. He told WWD that,
"It was the one thing that took me back; it transported me. I remember when I was little, I lived in Taiwan and our neighbor had a whole wall of jasmine and I used to go pick it. I didn't even remember this, it was so subconscious...[but] it transported me to the point where it was a powerful memory."
The "Fragrance Box Clutch" appeared on the Jason Wu FW 2017 runways
Perfumer Frank Voelkl of Firmenich composed the floral scent which is based on this jasmine also known as Arabian Jasmine, while peony and lily of the valley play "supporting roles." Wu explained that he dislikes perfumes that are too heavy and that those two last flowers are his favorite.
The flacon was designed with architect Andre Mellone, with a preference for a paperweight feel to the bottle which had to feel substantial, like crystal. The nude color results from a research on the tint of 1950s pressed powder compacts, for a timeless sensation.
The designer calls his perfume "niche," with a price point to match at $145.