FENOMENI / PHENOMENA
yet exist, courtesans smelled of jasmine and wealthy ladies had a heavy musk scent. By the time the cult perfume was created, Garb- ielle was already a respected designer and owner of several boutiques in France. Scents composed of a sin- gle floral fragrance were then the standard, but Coco wanted more. As she once said: “In order to be irre- placeable, one must always be different”. She thus sought an artificial scent, neither rose nor lily-of-the-valley. Sophisticated and educated per- fumer Ernest Beaux embarked on the adventure of creating a perfume that had a refreshing fragrance that lasts. It is rumoured that he achieved this by accidentally adding more aldehyde, which otherwise smells like soap, imbued with jasmine, rose, sandal- wood, vanilla and other flowers. And it was precise- ly that soap scent undertone that enchanted Coco and the entire world. This perfume consists of 80 different fragrances, making it unique, recognisable and inimitable. Fresh and clean. That's how every- one wants to smell. One 30 ml bottle of No. 5 contains, among other things, 1,000 jasmine flowers grown by Joseph Mul, the largest flower producer in Grasse. His family has
LUXURY AND TRADITION Chanel No. 5 – the first 100 years As someone who was fascinated by cleanliness and the number 5, Gabrielle Coco Chanel first boldly redesigned the women's wardrobe, then, in 1921, created a perfume that has become a timeless classic C oco grew up in a convent orphanage, where the smell of the soap was forever etched into her memory. During the period when she ventured into fashion waters and be- gan moving in the elite circles of wealthy women, she was repulsed by the unpleasant odours spreading around her. This was a time when perfumes with refreshing notes of citrus and bergamot didn’t
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