"I prefer it on my wife, but now and then I sneak a little spray"

One of the things that fascinate me about the world of perfume is the mix of conservatism and avant-garde. In many of the most successful creations there is a balance of the two. The future and the past keep making love to each other in new ways, some conventional, some unpredictable.

But something that surprises me in a less positive way is the still dominating obsession with pour home or pour femme. Not so much from the new brands. They are creating a world of fragrances liberated from lazy descriptions of soft women and strong men. But the big global perfume brands of the cosmetic industry, the celebrity scents and the fashion houses… You all surprise me with your boxes. Also bore me a little bit. If you really want to make a fragrance for men or a fragrance for women, by all means... But the illusion that this is the way it h-a-s to be, are we not past that? It feels a bit like a system adapted for sales, shelves, photo shoots, logistics, excel sheets, easy life.