The new line is called Illuminum and is masterminded by Boadicea the Victorious founder Michael Boadi. It will include 16 simplistic fragrances and be stocked at Harrods (there is no launch date set, as yet).
Richard Nicoll called on Jeanette, who owns a basement store under Start-Boutique, to open his show and spritz the audience with one of the Illuminum fragrances. The heady scent of Scarlet Oud completed his toughest collection to date.
The trend for scenting shows has been a popular one this season. Just like music sets the mood, fragrance sets the ambience for the show.
Julien Macdonald wanted his show to have the aroma of a romantic English garden to complete the ambience. He called on quintessentially English brand Jo Malone, instructing his team to spritz the catwalk and front row with both White Jasmine & Mint and Red Roses Cologne.
Another traditional British fragrance house Penhaligons has been working with Meadham Kirchoff for the last three seasons. This season the designers chose Bluebell (one of Kate Mosss favourite scents) to fragrance the pieces, models and catwalks.More