New Fragrances on the High Street: H M New ScentsFFOL Editor 1
The mega-brand H & M, or Hennes & Mauritz, a Swedish multinational fashion retail company, was founded in 1947, and has been a mall staple in multiple countries for decades. It has taken the market by storm with their huge imprint on pop culture, as well as their genius collaborations with legendary designers for their diffusion lines in the past. Fragrance is the finishing touch in such a label and they've been populating their ranks with scent ever since 2010.
Now, H & M is launching a new collection of fragrances, inspired by the experience of working with perfume materials, with names that reference them and sleek colorful presentations.
The new fragrances are developed by perfumers Olivier Pescheux and Nisrine Grillié (for Givaudan) and they fall intro three distinct concept families.
The collection The Scents is comprised of 10 individual "notes" fragrances, in eau de toilette concentration, which center around one particular note, such as yuzu, gardenia, pear, vanilla, lipstick or chocolate.
The collection The Essences, inspired by a single material each time, is presented in Eau de Parfum concentration and available also as an oil-format roll on for the purse. The collection is comprised of:
Les Cayes Vetyver
These scents involve higher quality essences, which take center stage in the creation, as per Olivier Pecheux, who stressed that, "it was an honor to work with H&M and Nisrine for this fascinating line of scents."
The collection The Reveries is comprised of 10 scents in total with more story-telling involved. It is inspired by certain feelings which they aim to transpose on to the wearer. The collection is comprised of:
Sparks Will Fly
Over the Clouds
Way Past Midnight
The scents in the Reveries collection are available as eau de toilette and body sprays.
The new collection by H&M will be available in stores worldwide from August 16th, retailing from 4.99 euros to 24.99 euros each, depending on their positioning within the three concept families.
Elena Vosnaki is a historian & perfume writer from Greece and a Writer for Fragrantica. She is the founder & editor of Perfume Shrine, one of the most respected independent online publications on perfume. Her writing was recognized at the Fifi Awards for Editorial Excellence in 2009 and in 2011. She is consulted as a fragrance historian & expert, and has been curating fragrance installations at museum exhibits at the Milan Expo 2015 and elsewhere. She also contributes to publications around the world.