Bespoke fragrance at barely-there prices: H&M launches ‘wardrobe’ of mix-and-match fragrances for individualistic millennials
H&M has announced the launch of a new 25-strong fragrance collection, which it (rather fittingly) describes as a ‘wardrobe’ of scent.
The fast fashion retailer’s new range is divided into three distinct groups – singles that revolve around one note, Reveries which are blended scents, and Essences, which are complex compositions designed around a key ingredient. The range was created in collaboration with Givaudan and is designed so shoppers can combine fragrances to build their own scent – much as they would create their own complete look via various fashion finds.
“We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredients. It has been an honor to collaborate with H&M and alongside my colleague Nisrine for this exciting fragrance collection,” said Olivier Pescheux, Perfumer at Givaudan.
“Scent has become an important part of fashion and we’re so happy to be offering such a wide range of truly unique fragrances with many different notes. Customers can play around with the different fragrances across the three groups, to find a scent they love and identify with. It’s like building personal style, which is always a fun and exciting journey,” added Sara Wallander, Concept Designer for H&M Beauty.
The perfume line will be available in store and online from August 16 in all 47 markets that carry H&M beauty.