Proenza Schouler Arizona Fragrance | British Vogue

Why did now really feel like the best time to launch a perfume?

LH: It is at all times been a dream of ours, I believe it is each designer’s dream. We have been at all times informed that the very best individuals to work with have been L’Oréal, as a result of they actually imagine in your artistic imaginative and prescient and allow you to talk that all through the method. And everybody stated: you do not name them, you await them to name you. After which about two years in the past they did, and that was the start of this journey. It has been an inspiring and enlightening course of.

And the perfume is predicated on street journeys you two have taken?

JM: Our journeys out West actually knowledgeable our storytelling. It is that feeling of disconnecting and getting nearer to nature. That is why the identify – it isn’t about Arizona as a state a lot as a mind-set, that feeling of escape. We collected crystals and issues like that that we would being to conferences, and that is why we have been so eager on the concept of utilizing cactus flower. We discovered this one flower that blooms just one evening a yr, and we actually needed to have the ability to extract from that. Fortunately L’Oréal likes a problem. It is an ingredient that hasn’t been used earlier than.

How did you discover the method, in comparison with that of working with vogue?

LH: With the style collections we’re used to solely having six months to work on an concept. You do extra of what feels proper within the second and that it’s a must to maintain arising with one thing new. And you’ve got the following season to make up for it if it would not go the way in which you needed. With the perfume, you need it to final for many years and for it to be common. It is a very completely different method and we have actually loved it.

How would you describe the perfume in three phrases?

LH: When it comes to its spirit: disconnection, escapism and nature.

How did you provide you with the bottle design?

JM: we actually needed the bottle to be a stupendous object – one thing you’d wish to sit in your shelf. Clearly we took inspiration from crystals and from the panorama, and actually they used a course of that has by no means been used earlier than to create it in that particular approach we needed. We have truly patented that design.

Do you assume you will launch further fragrances down the road?

LH: Sure, I believe for us that is only the start. We’ll in all probability elaborate on the Arizona story for some time – we’re already engaged on the following chapter truly – after which hopefully do one thing utterly new. We’re having fun with it, it is superb seeing this two-year journey lastly come to fruition.

Obtainable in restricted numbers at Selfridges.

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