“Living in Beiruit has significantly influenced and enriched my creative journey, especially during the cosmopolitna era of the 1970s”

Elie Saab’s self-made fashion empire has spawned a world of luxury beloved by many of the world’s wealthiest and most discerning women. LUX speaks to the Lebanese couturier and entrepreneur

Elie Saab has achieved the supposedly unachievable. The designer has built his independent fashion brand, which has its origins in his home country of Lebanon, into a multimillion-dollar lifestyle business. At its heart is luxurious clothing desired by some of the world’s wealthiest, and most discriminating, women – indeed, Saab was the star of a recent Paris Haute Couture week.

He speaks to LUX Editor-in-Chief Darius Sanai about how he overcame cultural and commercial challenges to thrive in this most challenging of industries, by focusing on simply creating beauty.

LUX: Your family had to leave your home when you were a child during the civil war in Lebanon. Did this devastation and disruption affect who you are professionally today?

Elie Saab: I was in Lebanon throughout the war. We left Damour, a southern area, for Beirut because it wasn’t safe any more. My family lost their homes and jobs, and that forced me to take on responsibilities early in life and work to support my family. This led me to discover my passion, which eventually became my career.

Elie Saab began his career by designing intricate bridal gowns, gradually expanding his business on an international scale.

LUX: How do you weave the story of Lebanon, a country of beauty, history and tragedy, into your designs?

ES: Our culture and heritage shape who we are and I draw constant inspiration from them. Living in Beirut has significantly influenced and enriched my creative journey, especially during the cosmopolitan era of the 1970s. The elegance of Lebanese women during that time has strongly influenced my designs. I blend Lebanon’s essence with the charm of the Mediterranean in my creations.

LUX: You focus on femininity, beauty and celebrating royalty, even though these have gone in and out of fashion. Do you consider trends or prefer to do what you like?

ES: When I create, I think of a dress that is timeless; a dress that can be passed down from mother to daughter. The ultimate goals are for a woman who tries on my dress to feel confident and to highlight her femininity. I always want her to feel sublime.

Sketch for LUX by Elie Saab.

LUX: How important was the invitation by the Chambre Syndicale de la Haute Couture to join it in 2003?

ES: I would say the first milestone was in 1997 when I was invited to showcase my work in Rome at the Camera Nazionale della Moda, as the only non-Italian designer. After that, I decided to present my work in Paris and that is when I received the invitation of the Chambre Syndicale de la Haute Couture. This shift was another milestone for my career; I became one of the earliest non-French designers to receive such an invitation, following in the footsteps of Valentino, Armani and Versace. This major step enabled me to expand my business and step into a bigger spotlight.

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LUX: Fashion is a tough business and many talented designers have failed commercially. What does it take to succeed?

ES: This field is becoming more and more challenging. You have to distinguish yourself from the competition with a unique product. I aim to highlight the beauty of women. What we offer is wearable and classic pieces. Reaching that stage was not easy. Elie Saab has evolved into a lifestyle brand, catering to a diverse audience with different lines ranging from haute couture to ready-to-wear, perfumes and Elie Saab Maison, an entity of its own.

Beyoncé wearing an Elie Saab Haute Couture Autumn/Winter 2023 gown during her Renaissance world tour, 2023.

LUX: What have been your greatest challenges? What was the worst time?

ES: We always face challenges, they’re part of the journey to success. With no challenges come no rewards. The important thing is to learn from them. I don’t dwell on the past. I choose to take lessons from it and move forward.

LUX: How much has social media and online shopping changed the fashion business, both commercially and aesthetically?

ES: It has definitely made a big difference. I think social media is a powerful tool to promote your business. It gives you so much visibility and exposure in such a short time, which wasn’t possible before. It opens up amazing opportunities, especially giving a platform to young and emerging designers who are working hard to make their way into this industry. Yet social media can be tricky, and it is important not to confuse virtuality with reality. In a day you can go viral, so it’s important to stay consistent and true to yourself.

Read more: Two key players in British fashion raise the game for personal shopping

LUX: You looked delighted at your recent haute couture show in Paris, after the rapturous reception for Jennifer Lopez. How important are reactions to what you do?

ES: The amount of positive feedback from the press, social media and clients was, of course, very important. It reaffirmed the importance of the collection itself and how well it resonated with our audience. J.Lo was stunning as always and chose a look from the runway. The level of stress remains constant, regardless of the number of shows, until I receive reviews from clients, audience and the press. Positive feedback always boosts motivation to do more.

Jennifer Lopez at the Elie Saab Haute Couture SS24 show wearing a floor-length feathered Elie Saab cape.

LUX: You have said you were born with a vision of beauty. What would you have been if you had not been a designer?

ES: I would have become an architect. I love designing and creating. This passion expanded in 2020 when we launched Elie Saab Maison and real-estate projects, aiming to reach a wider audience and evolve into a lifestyle brand.

LUX: What’s next in the evolution of Elie Saab?

ES: We are on a roll to keep expanding, whether it’s in different house lines or in undertakings such as real estate. In 2024, we have various projects in the pipeline, such as expanding our boutiques, network and lines. There is always something to look forward to.

eliesaab.com

Hermès perfumer Christine Nagel. Photograph by Sofia Etmauro

Christine Nagel is one of the most admired perfumers in the world, and has worked as the “nose” of Hermès since 2016. Most recently, she created H24, the brand’s first scent for men in fifteen years. Here, she discusses her approach to creating fragrances and how the industry has changed over the course of her career

LUX: What was the catalyst for your decision to become a perfumer?
Christine Nagel: I am a Swiss national with an Italian mother, I grew up a long way from Grasse and the world of perfumery. My encounter with perfume came through my studies in organic chemistry and my first professional experience. Alberto Morillas, whom I saw from my office window, was instrumental in my decision. He asked two young women to smell his trial fragrances. I saw their smiles, I felt their emotions, I perceived their pleasures. At that precise moment, I knew. I was sure that this job, that allows you to give so much, was for me. So, it was through the infinitely small that I discovered the richness of perfumery. Then, I couldn’t rest until I had become a perfumer, constantly learning, experimenting and perfecting my knowledge. And some wonderful encounters have marked my life. I wasn’t afraid to take risks and luckily, they turned out well for me.

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LUX: What is your favourite scent?
Christine Nagel: The one I’m working on, that is to say the next one. Seriously, though, my favourites fluctuate, and I have no preconceptions about any material or any scent. All raw materials interest me. I like to transform things, I like to make green notes warm, woods liquid, and flowers hostile. But if I really had to choose one, it would be patchouli.

LUX: Do you have a set strategy when creating a new perfume?
Christine Nagel: Once again, there is no marketing intervention before creation. It supports creation, it doesn’t dictate it. What is remarkable about Hermès is the constant faith placed in creation and the creator. If I was chosen by the house, it was for this signature. This recognition is a source of delight every day because I am living my dream of creating fragrances that uphold and embody all the values of this house. My only aim is therefore to create exceptional fragrances.

Hermès’ new fragrance H24. Photograph by Quentin Bertoux

LUX: Should people have different perfumes for separate occasions?
Christine Nagel: A fragrance touches or speaks to us through how it resonates with our emotions, memories and desires. It can make us feel seductive or protected in turn. Everyone can find what they need for a particular time of day or year, or in a personal or professional context.

LUX: Are there advantages to having one gender create scents for the other?
Christine Nagel: No, from my point of view it is not a question of gender but a question of style, a question of signature and sensitivity. I don’t believe that people choose a fragrance on the basis of the perfumer’s sex anymore. That era is over. Women are behind some great creations, whether for famous names or niche brands.

Read more: Celebrating women in wine with VIVANT

LUX: Why has it been so long since Hermès created a male perfume?
Christine Nagel: There have been interpretations of Terre d’Hermès, but it is true that there have been no new creations from scratch. The success stories that have become classics have shaped the history of Hermès for men: Equipage in 1970, Bel ami in 1986, and Terre d’Hermès 15 years ago. They were all bold, and decisively different at the times they were created. They all represented the house’s values, with perfumery that made a statement, a free and committed type of perfumery that was deeply anchored in heritage to better innovate in the present. It was time. H24 is a fragrance for a new audience, in keeping with a desire for innovation and with the tradition of great French perfumery promoted by the house.

Christine Nagel in her atelier in 2017.  Photograph by Quentin Bertoux

LUX: During the past 30 years has there been a noticeable change in desire for perfume generally, or the type of scent demanded?
Christine Nagel: Since my early days in this wonderful profession, perfumery has changed, and I’m very glad it has. It has changed and adapted to every era. The changes are as much sociological and economic as they are artistic and technical. Economic because mass-market perfumery has emerged, sociological because it has adapted to everyone’s tastes, artistic because the perfumers who create the fragrances are named and showcased. And finally, technological because new methods for extracting materials, new molecules and tools for understanding and analysing materials have also shaken up the way fragrance is designed. As for predicting the future, I don’t want to do that because talking about trends is already talking about the past. But if I had a dream it would be to ban consumer tests and panels that have standardised and confined the world of fragrance.

Read more: Olivier Krug on champagne and music

LUX: Do you prefer combining scents or creating completely new ones? Creating a fragrance that belongs to an existing family or starting from scratch as for H24?
Christine Nagel: It’s not the same exercise and both are exciting. It is perhaps a little more difficult to create a fragrance within an existing family because it involves respecting its spirit, structure and imaginary world while adding your own signature.

Working on an icon, like I did with Terre d’Hermès and Eau des Merveilles, is daunting but also extremely stimulating. I move onto creation after a phase of observation where I examine the formula in depth. I want to understand its workings, decode its mysteries, and then, I immerse myself in creation without fear, which allows me to go quite far. And to be clear, each one is a genuine creation.

H24 100ml bottle by Hermès

LUX: What do you think a choice of perfume says about a person?
Christine Nagel: Fragrance says a lot, as does how it is worn. As I said before, perfume can be protective, acting like armour, a protective bubble to avoid others or, on the contrary, it can be a projector, seeking to seduce, to be seen, to show oneself. But it is nothing without the person who wears it. It only exists and speaks to the senses in the way it is used, whether that is abundant or discreet. However it is used, it makes it possible to be.

LUX: What is the most surprising thing you have noticed during your journey as a perfumer?
Christine Nagel: The incredible emotion that a fragrance can trigger. Scent is an endless source of emotions and stories, because each individual scent opens up a new narrative in an imaginary world.

LUX: Do you think in this day and age it’s appropriate to differentiate perfumes by gender?
Christine Nagel: No, I don’t. For me, fragrances are works of art, and as such are not created specifically for women or for men, but for humanity. The fragrance exists in itself, not in relation to its destination. In Eastern and Indian cultures, rose or patchouli can be worn by men. So it’s not the scent that makes the gender, because a scent becomes masculine on a man’s skin and feminine on a woman’s skin. We just have to know how to dare, be bold, trust ourselves and try things out.

LUX: Do you think the best perfumers are born with a creative olfactory sense or is it something you can learn?
Christine Nagel: That’s not an easy question to answer, but it seems to me that you need a certain sensitivity, a curiosity about the world and an open-mindedness that allows you to capture its richness, not forgetting a certain amount of generosity and the desire to share. You also have to be a hard worker because this job also requires great discipline and a lot of work. Finally, and this is as difficult to explain as it is essential, you need an extra measure of soul, a special something.

Discover Hermès’ collections: hermes.com

Rami Mekdachi has worked as a perfumer for over twenty years, collaborating with some of the world’s best known brands, such as L’Oréal, Colette, Lacoste and Chloé. And now, he’s created his own high-concept brand, Lola James Harper, bringing together his passion for music, film, design and fragrance with his friends and family. Millie Walton speaks to the Frenchman about curing perfectionism, capturing memories and bringing creativity to the hospitality industry.

Rami Mekdachi

LUX: When did you decide to master perfumery?
Rami Mekdachi: I never decided really. Encounters and opportunities make things happen in our lives. In 1996 I met Catherine Raiser, Head of CCB/L’Oréal. We decided to work together and I joined as a Perfume Developer. That same year, I met Pierre Bourdon and Benoist Lapouza, two amazing perfumers, and now two friends. That’s when I realised how grand the perfume world is. How playing with scents, images, poetry, myth and design can be powerful and generous. How wide and touching it can be…

LUX: Do you have a favourite scent?
RM: I have so many!

LUX: Have you ever struggled to capture a certain smell?
RM: Anything I do, I do it for the term. I do not struggle, I just take my time. I have 100 projects going on at the same time. I am way too much of a perfectionist and when I was 20 years old, I spent too much time on little things, struggling to get what I wanted and trying to get it as fast as possible. Now I have found the cure: 100 projects at a time, no time to lose, when it comes, it comes, when it does not come I change the project. My days are super diverse, every two hours I change fields and projects. That is my cure to perfectionism.

Read next: Marsden Hartley’s Maine at The Met Breuer 

LUX: You’ve had a very successful career as a perfumer, what led you to create Lola James Harper?
RM: For twenty five years, I have been playing music with great singers around the world and I would take pictures for music and travel magazines. Music and photography were in my blood even before perfume. My work as a perfumer was inspired by those experiences. I was lucky enough to have the chance to work with great people and big brands: Colette, Ines de le Fressange, Costes, Lacoste, Chloé, Roger Vivier, Dinh Van. Lola James Harper was a way to gather all the people I love and the three fields I enjoy: music, photography and perfumery.

LUX: Is there a central concept that ties all of your products together?
RM: Good and touching memories of places and people we love, generous and elevating mind sets.

LUX: The names of your candles suggest that their scent evokes a particular memory for their creator. Is it important that the customer realises the story behind the scent or is it more for the purpose of your inspiration?
RM: The point of it all is to share a life and moments that could be touching and evocative for everyone, to transport and make everyone dream. We are all dreaming machines. With Lola James Harper pictures, movies, music and fragrances I want to give to everyone the opportunity to feel free to dream and to do it.

Lola James Harper scented candle

LUX: How does your experience in perfumery inform your other creative pursuits? Music and film, for example?
RM: In music, film and perfumery, I have to compose ingredients together to create a new evocative world. In music I mix sounds, in perfume I mix fragrance notes, in film I mix pictures, motion pictures and sounds. Music helped me to get into the perfume field much faster in 1996, then working with amazing perfumers helped me to enhance my comprehension of a sound mix. Trying to imagine what a fragrance note evokes to people, what colour, what mind set, just opened my consciousness to what immaterial things provoke in our apprehension of the world and gave me so many clues about how to edit pictures, sounds and colours in a film. Life is a huge place to learn and now I know that when I am looking for any answer it always lies somewhere else.

Read next: Fraser sets the standard for ethical and adventurous yachting 

LUX: What’s the most difficult part of your job?
Rami Mekdachi: The logistic and legal part of it! Legislation shifts so often in the perfume world that we have to change our fragrance composition and stickers every year.

LUX: Where do you go to escape?
RM: The basket-ball court with my son. Movie theatres with my daughter. Walking the town, any town, with my wife, son and daughter. Road tripping the world, renting a car with my family and cruising for days. And when I want to be alone, I like to go to any good coffee shop with good music and tasteful coffee where I know no one.

Lola James Harper Shop in Le Bon Marché department store, Paris

LUX: What lies ahead for Lola James Harper?
RM: Lola James Harper is a magical project. It gathers my family and all my friends and my encounters for over two decades. It brings together my three fields, music, photo and perfumery. I love to see people passing by our places and just feeling happy looking at our pictures, listening to our music and testing our fragrance memories. I am really proud to have achieved all that in one successful project.

Now we are working on opening full Lola James Harper destinations, hotels! Hotels with basketball courts, music studios, TV basements, vinyl shops, coffee shops, full of travel and music pictures, full of good fragrances and our way of life. This should happen in 2018. And just for now, we are finalising our first movie, 85 minutes about the last two decades, globe-trotting the world, discovering music, pictures, friendship and family.

lolajamesharper.com

Léa Seydoux, the French star who’s conquered Hollywood and is the new face of Prada Candy, speaks to Caroline Davies about childhood, perfume and Nietzsche

Mother and Daughter Olivia (left) and Andrée shared similar design sensibilities

Head to central Paris and you might just catch a glimpse of Olivia Putman. CAROLINE DAVIES speaks to the designer who left her partying past behind her and became a highly respected interiors guru

“I was very wild,” Putman says. We are sitting in the French designer’s apartment and show studio overlooking Place de la Madeleine, the thrum of traffic muffled to a distant hum by the heavy cream drapes and no doubt rocket proof window. In here, amongst the elegant, clean-cut furniture, the Lalique chandelier and in the company of the composed Putman, the hectic streets of Paris seem another world.

Putman is the head of Putman studios, considered to be the epitome of clean, French product and interior design. The studio was established in 1984 by Putman’s mother Andrée Putman, a fiercely glamorous designer, known for her straight posture – she was said to have appeared as though she were always walking a tightrope, the result of a bike accident at 20 – and her flawless taste.

Images of Putman (junior) in her early 20s show a bright young thing of the Parisian artist set; A Bardot-style sweep of brunette hair, a careful flick of black eyeliner and immaculately worn Breton striped tops. Today, she is dressed sharply in a black pencil skirt, white shirt and a well-chosen lipstick that compliments the splash of her red sole Louboutin shoes. It is an unsurprising choice of accessory. Christian has been her partner in crime for over three decades. “We were bad little boys and girls,” says Olivia.

“We went out a lot. I met Christian at La Palace, a night club in Paris. It was an incredible place where you could bump into Yves Saint Laurent and Andy Warhol. At that time, there was no VIP area, it was just a melting pot. There were no rules about whether you should dare speak to anyone. True, we were very young, which makes things easier because you aren’t shy about anything.

“We used to go shopping in the flea markets in Paris for old shoes; he wouldn’t care if there was only one shoe, which I always thought was stupid. We went to Morocco when we were 15 with no money. I was so wild that I was put in boarding school for a year and a half on Bexhill-on-Sea. I learnt to appreciate authority there, it gave me some security.”

Today Putman’s mane may be tamed, but she still has a gleeful twinkle about her. On returning to Paris, a reformed 16-yearold, she finished school and studied History of Art at the Sorbonne. She spent a few years transforming old buildings into artist studios before she decided to follow her passion for horticulture and trained as a landscape gardener, a pursuit she owes to Christian.

“I was Parisian; I didn’t realise you could plant a little thing in the ground and it would become big,” she says. “Christian showed me that. He and I toured England looking at the wonderful gardens there.”

Putman’s skill took her around the globe, but she eventually returned to Paris in 2007 to become the Art Director of Putman Studios.

“I have no interest in going back to landscape gardens,” she says. “Today, I am more impatient. Even now, about 20 years after I designed my first garden, I still don’t think I have seen a garden as I hoped it could be. It takes time. It did teach me some patience. You can’t have a garden within an hour.” Putman continued to work alongside her mother for a couple of years. Andrée died in January 2013, aged 87.

“She wasn’t the cold woman you believe she might have been if you look at photos. She was warm and funny. We had a wonderful relationship. She left me to be free. Even at the age when you rebel in a dramatic way, she was free enough to think it was great to have someone expressing themselves as they wanted.”

Anything Putman did could hardly have surprised or shocked her mother. In her 20s – in an act of self-discovery – Andrée stripped her room bare, furnishing it with an iron bed, a chair, white walls and a Miro poster on the wall. Possibly one of the few minimalist acts of youth rebellion.

Elegant Lines Nina Ricci’s L’Air du Temps perfume is an example of Putman’s inclination for timeless design

“We used to think we had very similar sensibilities,” Putman says. “I prefer timeless design, not creating something that no one has ever seen before. That was something that my mother believed. She didn’t think you should be revolutionary. She thought that people who wanted to invent something entirely new were daydreaming because everything is almost nearly discovered. You have a wonderful vocabulary of forms and things that are already available and you can express yourself through that rather than think you can create an entirely new way.”

Putman’s work with Nina Ricci for the L’Air du Temps limited edition bottle is a good example. The swirling edges have been striped with blue, as have the entwined doves on the bottle top. It is clean, elegant and unobvious.

“It is a very simple addition, very subtle,” she says. “But it makes a difference. I tried other more complicated designs, but ultimately it was the simple one that worked the best.” Rather sweetly, this perfume is also the first Putman was given by her husband and the one she wears today.

“I like perfumes that have a floral smell. I was always aware of making scented gardens. You have 200 roses but only a few that smell incredible. Why bother with ones that don’t smell at all? I think flowers are the most magic, most natural perfume.

“In France this is the first perfume for a lot of girls. It’s important for many people, although it smells different on everyone. I kept it because I like the idea of scent being part of your identity; I like the idea of having this as my personal smell. You can leave a room and your perfume follows you. The people in my office say that they know whether or not I am already in as they say they can smell me in the elevator. I remember my mother by her perfume too.”

You can hardly forget the presence of Putman senior. Her studio, her taste and her creations surround Olivia, down to the chairs we are sitting in.

“An armchair is an armchair,” says Putman. “You can find nice details and nice wood, you don’t change the essential purpose. But I love these chairs, I always have. They are half round, partially protective, but you can’t slouch.”

She smiles. Perhaps among the many gifts Putman left her daughter, the teenage rebel, a chair where you have to sit straight, is the most maternal reminder of all.

studioputman.com
Stocked at www.harrods.com

ROJA DOVE’S SCENTS ARE THE ROLLS ROYCES OF THE PERFUME WORLD. AND THE FLAMBOYANT ENGLISHMAN WHO HAS REWRITTEN THE BOOK ON HIGH-END PERFUME FROM THE GULF TO HOLLYWOOD HAS NO INTENTION OF SLOWING DOWN, AS Caroline Davies DISCOVERS OVER GREEN TEA AT CLARIDGE’S

Roja Dove’s worst nightmare is to catch a cold. “I find it frightening. I become very panicked. It is like someone, I imagine, would feel if they lost sight. We take in so much about our world through a sense of smell. It gives you the power of memory whether you like it or not.

“I haven’t travelled on the underground for years. If you imagine smells are music, it is as though someone has put all their records on at once at top volume.”

The curator of Harrods Haute Parfumerie, creator of bespoke perfumes for the global elite and his own range – the number one and two best selling perfumes in Harrods – Dove is The Nose. Commonly renowned as the most significant perfumer of this century, he has helped pull back his industry from the brink.

“There was a point when most houses were launching with 30ml sprays with a free gift,” he says of the old days. “People forget that, that’s how debased it had become. I was embarrassed to tell people my profession after 15 year of training. 15 years! Surgeons take eight.”

Carefully combed back hair, Indian-yellow coloured silk cravat bulging illustriously from his open crisp, white shirt, cuffs just hiding gold bracelets and a chunky watch, Dove is dressed precisely and flamboyantly. His manner is soft and careful, punctuated with the occasional dignified sniff. With the wafts of breakfast, coffee and the floral display, I catch only a whisper of his scent, “something I created just for me, one of the perks of the job.” Those devoted to his work can tell his creations from just a sprinkle.

“There are elements I come back to, because I like them,” he says. “When I was little, my mother used to bake something between a bread and a cake. She made it very rarely, perhaps twice a year and  only in the evenings as we were going to bed. It would go in the oven and as we were up in bed, the scent of this thing, laden with spices and a lot of cinnamon,” Dove wafts his hands “would fill the room. I like very soft spices and I have no doubt that is where it came from.”

Dove began his career at Guerlain, where he stayed for 20 years. Harrods approached him.

“I was invited in for a cup of tea” says Dove, delicately. “Before I was seated they said “We would like to open a perfumery with you”. I said “I would just like tea please”. I didn’t know what they wanted to see me for, but that wasn’t in my realm of consciousness.”

Harrods persuaded Dove to curate his own ultimate collection within their store. “If we were going to open a perfumery, it had to have a raison d’être,” he says. “The world does not need another  regular perfumery. Everything in there is my personal edit of what I think is great perfume. It’s not about whether it is old or new, it’s not particularly driven by its price, it is whether I think it is a good example.”

A perfume historian, Dove found that he often had a better knowledge of a perfume house’s work than they did.

“I spoke to the managing director of Dior to request Diorama and Diorling,” he says. “He told me that they didn’t make them. ‘You do make them, you never stopped making them, but that they only sell them in the Avenue Montaigne.’ They found that they did sell it and allowed us to stock it.”

Dove pauses and shrugs, raising his eyebrow slightly. “Eight years later, those scents have now been re-launched and you can buy them from any Dior counter in the world.”

Although he had been creating bespoke perfumes after his lot gained a storm of interest at a Christie’s charity auction, raising more money than a Mercedes sports car or a holiday for 8 in the Maldives, Dove steered clear of creating his own range until he had dinner with an old friend.

“She said to me ‘wherever I look in the world of perfumery I see your name. Your shadow is enormous. As a client, if I read about you and I want to walk into your shadow, how do I because I can’t find your products anywhere. You need to create your own range so that customers can discover your work.’ I realised that she was right.”

Dove launched his own house in 2007. “Within a month I had the number one selling perfume in the shop, which was one of the pinch, pinch, pinch, pinch, is this really true, moments,” he says, eyes shining, pinching his shoulder. “Now we have the number two best selling perfumes in the shop.

“What I find the most amazing is that we don’t advertise. What seduces the client is actually the perfume. People find my work beguiling enough it seems so that when they smell it they say I will take one.”

Today Dove’s reach stretches across the world. London –“in Harrods, the only truly international address”–Dubai, Russia –“I speak it a little, but only enough to make a Russian smile” – Switzerland and Abu Dhabi . This year he will open in Oman –“I have always wanted to visit, they have the best frankincense” – Germany and Jeddah. He is careful to avoid the mistakes of the other major perfume houses.

“I don’t want to be in lots of places,” he says. “It is very important that wherever we sell the perfumes I will always go to the store and explain to the staff what the stories are and the ideas behind them. I don’t want someone else doing it. It’s too personal for me.”

Dove’s way of introducing scent is unique. Working with a palate of smell across four different families – three feminine, three masculine and two crossing in the middle – he guides you across the spectrum to find your favourite.

“When you meet people who are informed about scent, they talk to you about ingredients. “This contains heliotrope and celiac and exotic benzoine.” How does that help you? We need to get people to understand that a perfume is sweet and sexual. It is a bit like when you go to a restaurant. Do you actually care what the chef was doing in the kitchen? You want to know that what you eat is delicious.”

Dove’s kitchen is a complicated concept. “There are fewer perfumers on earth than there are astronauts,” he says. “If you want to understand my world, close your eyes and try to think of a colour you have never seen using no reference point; so you  can’t say a peachy shade of turquoise because you already know those two colours. Then try to imagine a smell you have never smelled before.

“My world is trying to think of an idea. I sketch an idea of the sorts of smells that might be part of that idea, put them on blotters then put them on a wheel. They mix in the air and you try to see if that will give you what you want. It is trial and error, patience, memory and hopefully having a little bit of good taste.”

Inspired by a selection of adjectives which become the tongue in cheek names for his creations, Dove creates a story, an image behind each. “Take something like mischief,” he says. “I knew I wanted a fresh floral in my palate. Freshness suggests movement and lightness. I thought mischief is perfect. If you think of a child when it has been mischievous what does it normally do? It normally nips there and does the thing it shouldn’t, stands there looking very innocent or it zips out again” he whistles. “You can feel the movement in your nose.”

Some of Dove’s perfumes have a much darker, seductive edge. “When I created Reckless, the name came about in a totally different way. I was on holiday with my partner Peter and he read out a fabulous line; “reckless maybe, foolish never,” he says, gently. “It put an idea of a woman in my mind, a woman who has got what she wants out of life. I saw this woman in the theatre or opera house in the half light with a big open décolleté and a diamond necklace. I had the idea of how the diamonds would shimmer and tremble; the same effect is created in the perfume by the aldehydes. I wanted to create a scent where you imagine the woman going home, slipping out of her silk dress and if you picked it up,” he pauses and takes a deep sniff, far into the back of his nose. “You would smell the softness and warmth of her skin and her perfume.

“It is the antithesis of a man’s world, but something they find irresistible. The woman knows that. She will always take risks and follow her heart, but she will never do anything to damage herself as she is reckless maybe, foolish never.”

So how should you discover if you are a ‘Mischievous’ or a ‘Reckless’? Dove recommends trying each first thing in the morning, firstly on blotters, comparing each one to another until you find the one you prefer. Do not use hand cream or hand wash, wear it and let the perfume sink in.

“Scents are like love affairs, you only know whether it works when you have spent the night together.”

And how do you know if you have found the one? “If you spent the night with a lover,” says Dove, leaning in conspiratorially, “You would know whether or not you would want to go back a second night.”

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