Show scenting isn't new, it's been gaining popularity for a few seasons, but spring/summer 2012
looks set to be the most fragrant of all. Designers are realising that fragrance can lend meaning to a collection, making it more feminine, sultry, or grown-up. Victoria Beckham
, for example, chose Jo Malone Grapefruit and the classic Lime, Basil & Mandarin candles to add a fresh scent to the sportier aesthetic she unveiled in New York yesterday. (You can see the collection in full here
It's not just Jo Malone with a fashion connection. Penhaligon's has been scenting shows for a few seasons now, which makes sense since it has the fashion seal of approval from Kate Moss
. Her favourite fragrance (apart from her own, of course) is Bluebell. The very English fragrance house has been scenting Meadham Kirchhoff's shows
since spring/summer 2010. Amaranthine, Hammam Bouquet, Bluebell and Blenheim Bouquet have all had their moment in the fashion lime light and this season the design duo has selected Artemisia, a floral, fruity scent with a sensual dry down 'as a celebration of all things feminine'- think green apples and nectarines, jasmine and lily, with warm spices, amber and musk.