Diane Vreeland's grandson about scents inspired by the legendary journalist

The name of Diane Vreeland is easy to stick. epithets like "legendary". Leading Harper's Bazaar and Vogue, Vreeland was probably the most famous editor-in-chief of gloss in the world. Richard Avedon called her the only brilliant fashion journalist in the history of fashion. She opened Edie Sedgwick and Lauren Bacall, turned Vogue into the main magazine of her time, was a stylist for Jacqueline Kennedy and restarted the fashion industry. Vreeland loved to write and did it incredibly witty: her quotes would be enough for dozens of motivating pictures. She terrified employees and designers and had a phenomenal sense of talent and uniqueness.

“My grandmother turned from a person into a common name,” said her grandson, Alexander Vreeland, who was given the honor and honor to manage Diana’s legacy. Vryland Jr. himself worked as marketing director at that time, Giorgio Armani. Many years passed before Vriland decided to launch his own project dedicated to her grandmother crowned with laurels, the perfume brand Diana Vreeland. Diana’s catchy and recognizable name was not only used (and, as Alexander claims, not so much) to attract fans, but rather as a homage to a woman who means to this day means so much to the fashion world. The collection, in which there are now thirteen scents, is designed to convey different facets of Diana's personality: her wit, fearlessness, self-irony. During Alexander's Russian visit, we talked with him about nepotism and niche perfumery.

People usually come to niche perfumery who want to understand themselves better, looking for their voice. This is part of the reflection: in the course of life, we are determined with our style in clothes, our hairstyle, colors and shades that we like, sexual orientation, in the end. A small part of this endless journey is the olfactory search. Getting started is easy: try the scents that you like, watch how they change on your skin, and choose what suits you. That's the whole secret.

Niche perfumes and the one that is sold in chain stores are different worlds. This does not mean that perfumery, let's say, luxury is bad. Not at all, there are excellent specimens. It is just that large corporations always have a clearly limited budget for fragrance, despite serious circulation, and the perfumer cannot go beyond this budget. Our only limitation is the beauty of the fragrance. We buy very expensive ingredients, because the main thing for us is the result.

I am one of those who believe in "skin chemistry" that when in contact with skin, the flavor can change beyond recognition. If you put the same perfume on six people sitting in a room, on all six, it will smell differently. When choosing a scent, be sure to try it on the skin and follow the process of its evolution. Those perfumes that sound great on another person will not necessarily like you on your own skin.

Now there are thirteen aromas in our collection, we are rapidly developing as a brand and working with different perfumers - I would like the Diana Vreeland brand to be as diverse as the woman who inspired her. So far, we are not going to stop, but I think the ideal assortment is twenty to twenty-five flavors. By the way, I adore when people mix flavors, and all of ours are great for this. This is a creative process that creates an infinite number of possibilities.

I deliberately from the very beginning called the brand Diana Vreeland, not Alexander Vreeland: I wanted to preserve and in some way convey the legacy of my grandmother. Grandma died when I was thirty-four and we were very close — she died in my arms. I really loved her very much, but that's not the point - I just realize that there are only a few figures of this magnitude in the fashion world. Coming up with aromas, my wife and I — we work together on the brand — tried to imagine what Diana would love, wear, and do if she were thirty-five today. We did not try to recreate the scents that she wore in real life, but wanted to look at the modern olfactory world through her eyes.

Diana never showed a desire to try herself in perfumery, but smells were always very important to her. She believed that everything around us, our bodies and clothes, should be perfumed, so to speak. She wanted to live and lived surrounded by fragrances. She never left the house without perfume (she mainly used Chanel No. 5 and YSL Opium, but often changed flavors), and at home she always had aromatic potpourri, aromatic lamps, sprayed sprays for the house. She even injected perfume into the pillows with a syringe! And all this at the same time. At the same time, no cacophony of smells was created, she always smelled wonderful at home. There were different flavors in different parts of the room, and this says a lot about Diana - she loved getting everything at once.

Aromas Diana Vreeland

Perfectly marvelous

The aromatic portrait of the most "feminine" side of the personality of Diana Vreeland is made up of her favorite sandalwood, jasmine and pepper: the main flowers are still white, but it is difficult to blame the aroma in straight floral. Many say that in some ways the Perfectly Marvelous is similar to the classic YSL Opium, one of Diana’s favorite perfumes.

Absolutely Vital

Perfume, fully consistent with its name: its cheerfulness can knock down. A very beautiful continuation of the same sandalwood theme, but already for those who are not afraid of screaming and bright compositions: at least an interesting trio of Turkish rose, Egyptian jasmine and resinous opoponax dominates here.

Outrageously vibrant

The combination of roses and patchouli seems to suggest one of the most successful flanders of Gerlenov's Idylle, but in fact there is little in common between these flavors: Outrageously Vibrant turned out to be rather ironic thanks to a black currant leaf, which gives an excessively fatal duet a cozy sugar content.

Simply divine

Another white flowers in the Diana Vreeland fragrance collection are those that are easiest to tame: they promised to put the emphasis on tuberose, but many feel the rather serious presence of jasmine. The quietest and most calm perfume brand, not evoking the desire to live the turbulent life of a great woman - rather the very one that would be interesting to inject a syringe into the pillow.

Extravagance russe

As you can see, there are many Eastern themes in the lineup of Alexander Vryland, but Extravagance Russe arose more interestingly than others - the name alludes to Diana’s enigmatic oriental soul and Diana’s love for exotics. In fact, it turned out to be a well-balanced and understandable oriental fragrance, which easily fits into the concept of "unisex."

Photo: Diana vreeland