The Jazz Age, The Roaring Twenties, Les Années Folles and the Golden Age; all names to identify the era of the 1920’s, because one referral is simply not enough for such a period of history. No matter what you choose to call the era, it was a politically, socially, musically and fashionably charged time known for its jazz influence, flapper styles for women’s fashion, (the loss of the coset allowed women far freer movement and loose clothes) frivolity and the excess of the bohemian. It was a time in history known for its ‘Bright Young Things’ a nickname given in the tabloid newspapers to a group of young aristocrats and socialites who lived this extreme lifestyle in London.
The roaring twenties were all about change, adventure and prosperity, which all came into play in the world of perfumery. Building up at this several very important fragrances were coming to the market place. Coty created the first Chypre perfume in 1917 and Chanel bought out No 5 in 1921. Coco Chanel herself felt the time was right for the debut of a scent that would epitomise the flapper era and would sum up the liberated spirit of the 1920s; the fragrance was floral and was aldehyde heavy. These were two of several influential movements in the perfume industry at the time. Under Coty perfume became much less of a product for those who had very generous incomes but he presented fragrances that could be used by far more at much more competitive price points.
The British brand Floris (which has been making perfumes since the 1790’s) were already a popular brand making colognes and had a royal warrant by this time. Their store at 89 Jermyn Street London was flourishing and is still today, their flagship store. So what brings all of the perfume and history together?
Quite simply 1927 the new Floris Eau de Parfume, which is a fresh green spritely scent with a base of rich musk, patchouli and sweet vanilla tones, the scent builds into a depth of mimosa, narcissus and voluptuous violet at the heart. The top notes hits with mandarin, aldehydes and bergamot. So although not a floral-aldehyde like No5 or a Chypre like Coty, it brings together some of the classic sexy elements in both these fragrances and holds it head high within such esteemed company.
It holds itself up well within its own brand too. 1927 brings to life the elegance, opulence and glamour that the 1920’s were renowned for and infuses it all in a bottle. But it’s not the only time Floris have dedicated perfumes to years as they have in the past launched, a 1962, a 76 and a 1988. 1927 Eau de Parfum, plays homage to the creatives, artists, playwrights and authors who went beyond the triviality and documented a moment in time and indulged in what was to become known as ‘youth culture’. The perfume is vital and alive, yet complex and sultry; it’s animalistic and hints at smoke it’s sharp yet sweet. Doesn’t that just sum up the era?