Following the successful 2016 launch of The Fragrance Journals the series continues with a fragrance exploring London in 1927. An era of fluidity finding resolve again and a social history interspersed with characters defined by their past and the potential of their future.

Floris began exploring the artistic works of this era, after uncovering records of many of the key players listed among its archived ledgers. 

The Fragrance Journals are a series of four unique Eau de Parfums, capturing the heart and soul of London throughout the decades of the 1920s, 1960s, 1970s and 1980s. Each fragrance weaves and knits its way through the fabric of a key moment, district, and culture of the time, bringing out a true reflection of a city which has the ability to both adapt to change, yet remain rooted in its identity. A love letter to London, its social fabric and its people.

Edward Bodenham, Perfumery Director of Floris and ninth generation of the family reflects, "As London's West End has been the home of Floris for nearly 300 years, we have witnessed many great moments that have shaped London's cultural history. We found the 20s, 60s, 70s and 80s particularly inspiring because they were so culturally potent. Many of our customers have grown up with Floris in the same way my family and I have grown up with our scents and stories, so it was wonderful to incorporate their stories into the inspiration for the new fragrances."

Every fragrance from The Fragrance Journals series has a unique sleeve designed by Darren Hopes, an internationally renowned photo illustrator, taking inspiration from faded memories of the era through the eyes of those who were there.

In 2018, Floris gathered a curated group of guests to 89 Jermyn Street to celebrate the inspiration for Fragrance Journal launch, 1927.  

Dissecting nearly 100 years of social history in London, historian and author Amber Butchart, former Vogue editor, author and journalist Alexandra Shulman, Floris Perfumery Director Edward Bodenham and Head of Marketing Alex Oprey explored how to bottle a moment in time.

Cecil Beaton wrote of luxury after spending a night in a country house, ‘Luxury….is not just fine cloth and precious stone; even more it is thoughtfulness. Sharpened pencils next to the bed alongside a half bottle of whisky and a half bottle of Perrier with ice on the side. On the rim of the bath…a row of Floris scents, violet, gardenia for example…every detail in the room is perfect in its finish’.
Noël Coward was a patron of 89 Jermyn Street, where he regularly obtained his Sandalwood fragrance from Floris. Evelyn Waugh, who went on to satire the era in ‘Vile Bodies’ was known to have fallen in love in 1927 as reputedly did Edith Sitwell. Art Deco was now positively flourishing across the art, fashion and architectural worlds. 

"Be daring, be different, be impractical, be anything that will assert integrity of purpose and imaginative vision against the play-it-safers, the creatures of the commonplace, the slaves of the ordinary." Cecil Beaton  

Watch the video here